Turning Journalists Into PR People

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  Francis Moran07/07/08 Report as spam
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  From hack to flack...

  As a former journalist who has been a communications consultant for about 20 years now, and someone who has hired into his PR agency both journalism school graduates and more grizzled veterans, I couldn't agree more with many of the points you make.
  It would seem obvious that journalists and PR practitioners share the same fundamental skills and so the switch should be as easy as, well, throwing a switch. But as my latest hire has written on our own blog at www.inmedialog.com, it ain't necessarily so straightforward.
  The biggest skill missing from journalists who come over to the dark side is an understanding of the theory and practice of business management. Even most business reporters lack this. Of course, in my ideal world, journalists would have training and front-line experience in many disciplines other than just journalism, which would make them better at both that craft and ours.

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  Lesley.Whitteker07/08/08 Report as spam
  2

  RE: Turning Journalists Into PR People

  This is a great article. I'm another former journo who went on to be a media industry manager, then did a Masters in Marketing and transitioned to work in marketing comms. There's no doubt in my mind that it's far harder to work in marketing/PR than in the media! Ah the luxury of independent journalism. The only thing journos get from their backgrounds is the ability to identify and write a good story - and that's only 20% of what we do. Commercial acumen, marketing and PR skills are as important and challenging. The attitude is key too - journos tend to see PR as somehow lesser or more demeaning than being in the media. I'm not sure how we can change this....

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  richy@...07/08/08 Report as spam
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  RE: Turning Journalists Into PR People

  one more thing entering the world of PR - they now have to learn to be punctual and on time.. Rich

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  mfallon@...07/09/08 Report as spam
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  RE: Turning Journalists Into PR People

  Jon,
  As you know, I've moved from journalism to PR and back again several times in the past (gasp!) 35 years. (Reporter for the SJ Mercury with you, other daily newspapers, and radio and I lead ww PR teams at Apple, HP, Palm and startups). Your perspective is exactly on point. One part about the transition that initially came as a surprise to me was the amount of effort good PR people put into planning strategy and developing messaging. At some companies PR leads marketing in messaging. For the uninitiated journalist, it's an alien world. And if you have doubts about the move to "the dark side," developing messaging and pitching will test your resolve. I learned there is no dark side, despite early lessons from the dean of my journalism school to the contrary. Everyone one has a role. Mary Fallon, editor-in-chief, DEMO.com

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  twanless@...07/09/08 Report as spam
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  Re: transitioning from hackdom

  I've also fled journalism some time ago, and you're right, it might appear simple, but it isn't easy.
  
  I had to learn all the things you mentioned, and went through a rigorous management consulting training process so as to better understand business imperatives. (And I was a business reporter)
  
  But most of all I had to realize that now I have to deliver value, which is a far cry from the journalistic world view. If consulting has taught me one thing, it's that if you don't have a value proposition and deliver on it, you're worthless.
  
  It's also taught me how badly educated (especially in business) most journalists are: Generally, a mile wide and an inch deep.