Journalism is greatly affected by perception which individuals and general public have on a journalist. According to Weingarten, both journalism as a career and journalist as an individual may be ruined or built depending on brand (par.9). Weingarten points out such factors like branding and self promotion as integral considerations when building a robust career in journalism. This essay examines journalism career of Piers Morgan in relation to brand and self promotion. Piers Morgan’s background Piers Morgan is a renowned reporter and a television talk show host whose fame has spread among CNN viewers all over the world and in most American television lovers. He was born on 30 March 1965. He has brilliant education background. He did his VI form in Lewes Priory School and later joined Harlow College where he studied journalism (Mumford 98). After college education, he embarked on a brief career where he worked with a marketplace organization that deals with reinsurance and insurance called Lloyd’s of London. Seeking to achieve his career goal, he left Lloyd’s of London to work as a news reporter with a news paper group called Surrey and South London Newspaper Group in 1985 (Harper & Cecil 4). In this company, he worked for three years and gained more experience as a reporter doing several bits of news such as the Streatham and Tooting News as well as the South London News. His exceptional ability to anchor news attracted editors from other media houses and in 1989 he became an editor of Bizzare Column with the Sun Newspaper (Harper & Cecil 4). He worked as an editor for The Sun for five years. Career Piers Morgan career must have had its onset while working under the editorship of Kelvin McKenzie who took him from South London Newspaper Group to do a business column the Bizzare . This became his entry point into national media. He worked for The Sun from 1989-94 (Mumford 98). At the aged of 28, full of ambition and talent, he received an appointment by Rupert Murdoch in 1994 to work as an editor with The News of the World . This was an achievement since at that time in Britain, he was considered as the youngest editor (Harper & Cecil 4). In addition, the 50 years of newspaper editorship in Britain ranked him as the youngest newspaper editor. In 1995, having left The Sun out of his own will, he joined the British tabloid newspaper group known as the Daily mirror to work as an editor for nine consecutive yeas amidst sharp criticisms of his editorial contents that characterized his work in early 1996 and his brand as an arrogant editor (Harold 1). His career with the mirror faced huge setbacks involving competition from rival tabloids like Daily Star and The Sun , finance issues and breaching of code of conduct. However, during his editorship with the Mirror, he was able to win many journalistic awards from his articles. For instance in 2002, covering 9/11 attacks won him the prestigious British Press Awards (Mumford 98). In 2004, the Mirror fired him. There were several issues that surrounded him while working with the mirror, such as the story on The Daily Telegraph by Suzzy Jagger Of Viglen Company shares that he bought. Besides, he was known to breach Code of Conduct regarding journalism such as t