I think it's important to first decide what kind of a journalist are we talking about. There are so many categories such as citizen journalists contributing to local news channels and websites, stringers,daily reporters in print and broadcast journalism, a columnist in a magazine etc. ('fragmented' indeed)
Having the knack for story telling, an eye for details and what might interest the people ( whilst not at all condoning Yellow Journalism) , being the medium and informing the masses of some relevant information, credibility (how credibility is built is entirely another question), presenting an objective unbiased opinion/perspective on current happenings, analyzing situations and asking the 'right' questions.
There's no formula to stand out in this competitive world where public memory is so short but still a lot of ways through which you can get down into the history books as a solid journalist who did the right job. Each one has to figure it out on his/her own.
