Logo: Design a logo that will be easily recognized. Make it your own. Get a professional graphic designer to do it if you can afford to. We have a logo-designer in house that we can refer you to who will give you a discounted price if you don't have anyone local.
Business Cards: Don't get cheapo business cards that you print yourself on easy-tear card stock. Nothing screams 'amateur' like tacky business cards. And, if you use a service like Overnight Prints or GotPrint.net, the cost is very reasonable and the quality is quite nice, with nice, thick cardstock.
Note: Be careful about ordering cards online. There is one company that offers free business cards, but will automatically sign you up for some membership that can cost as much as $50, and it's a nuisance to get out of it. I was pretty annoyed to find that charge on my credit card, I can assure you.
Shirts - While I won't say this is critical, it does make you easily identifiable - you can become a walking billboard. Don't cringe - it's important that people see you out in the community reporting on stories. I hear comments all the time like, "You're everywhere!" Of course I'm not, but they think I am because I'm identifiable.
I order embroidered shirts at Queensboro, usually for $7-9 each. The quality is nice, and they have frequent sales.
Camera: If the budget allows, get a decent digital SLR, such as Canon or Nikon offers. I use a Canon Rebel Xsi, and I love it. I also got a 300 mm lens for it, so I can do really nice closeups. Point'n'Shoot cameras will be ok for well-lit or outdoor shots, but low-light will make for horrid photos. A decent digital SLR will offer the opportunity to do some really nice photos that reveal your artistic side!
Recorder: I consider it essential. Why? Because I can make sure that I'm absolutely accurate when reporting a quote, and I have an easy way to doublecheck my notes. Additionally, I can pull audio quotes from it. And, finally, it frees up my hands to take photos. I am frequently a one-woman-band, so I have to be as efficient as possible.
There are a lot of digital recorders out there that you can get for under $100. Make sure it's compatible with your computer. But, I actually don't use a 'recorder' per se, I use my iPod. There are microphones available for both the Classic and the iPod touch, and lots of software to choose from. When I get home, I can download it directly to iTunes to play it back. You can also use your iPod in many other ways, so it can be kind of a Swiss Army knife for you.
Laptop: Again, this isn't essential, but it certainly offers opportunities that you may not get in other ways. For example, I do a weekly "Live Update" of the City Council meetings, where I take my laptop and type in my notes directly to the site from Council Chambers. I update the story after every agenda item. It's one of my most popular features, and the story generates traffic before the meeting is even done.
Required software: Well, that's a different column! Stay tuned.
Final note: Budgets are tight for everyone, but I have to urge you to shop locally if you can. You'll help your community and you'll make new friends/contacts along the way. Obviously, you have to evaluate what the smart choice is for you, but remember to factor in the cost of shipping when you are pencilling out the best prices and value. Plus, you'll have better quality control - someone you can go back to if you need a change or expertise.
We've provided a couple of online options for you here, and in the spirit of full disclosure, you need to know that we do get an affiliate fee or credit for recommending them. However, if you find a supplier in your community that you're happy with, we urge you to give your business to local merchants.
