When it comes to our two industries, what we hear fairly often is how journalists are moving into PR roles. The connection--and benefits to companies--is obvious: reporters are great writers, they understand the media landscape, and know how to tell a great story.
But we rarely hear of a PR pro making a career switch to be a journalist.
Believe it or not, storytelling is what PR pros do almost every single day--just like reporters. Stylistically, it may be different but AP rules and the inverted pyramid can be learned. Plus, they read most of your stuff anyway, so are familiar with the writing in a general sense.
They function in the business of communications, so have a firsthand account of competitive analyses and the business and communications landscapes. Because they’ve worked in the companies and industries, it’s a perspective that can be of value when reporting on them.
They work with your deadlines, the company’s deadlines, and bosses’ deadlines. They’re used to thinking quickly and adapting to changing situations. And most have worked in a crisis before, when the deadline is measured in minutes, not hours or days.
One of the things that PR and journalism have in common is they are both competitive industries. Tenacity is a skill that would transfer to the newsroom with ease that would enable PR pros to write stories that readers wants and need to read to inform their everyday lives and their futures.
Because they work within a certain industry, PR pros can spot what’s new or interesting that many companies are starting to work on--helping to spot industry development that ultimately lead to early trendpieces or breakthrough stories.
Because they write them. These days, it’s not uncommon for companies to meticulously plan their communications initiatives--some lawyers and reporters have no mercy. PR pros can easily identify the crux of the messages and highlight it.
...because they’ve prepared clients and executives to answer yours.
Julia Sahin works in corporate communications for financial services at one of the largest PR firms in New York and is a monthly contributor to Muck Rack. She was the first to publish academic research about regulation, reputation, and banks. She plans on doing big things. Connect with her on Twitter. All opinions should be seen as her own and do not reflect her employer’s.
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