Do you feel like you are selling out? This is an interesting expression that I have heard thrown around when a former journalist moves into PR territory.
Well I have become one of these ‘former journalists’, to enter the dark and mysterious world of public relations! But have I sold out my profession as a writer to help clients promote their wares? Well in a way, yes – but no at the same time. It is a lot more complicated than that.
I have recently moved from working in journalism as a freelance reporter to working for a PR company. In my eyes I am not a ‘former journalist’ I am still a working journalist, but now I am a journalist – and-then-some.
Although I may have a fancier title (Account Executive) and have an array of different tasks and responsibilities, I am still carrying out essentially journalistic duties every day. For example, I still interview people, whether it’s over the phone or in person. I still write stories that have to be submitted to my boss – partner and editor at the firm. I still have to source story ideas and follow up on leads. The only difference is that my stories and articles are all in some way related to the client that the PR firms works for.
I suppose it depends on how the PR company that you work for operates, but here you have to be much more than a journalist. A journalist doesn’t really have to be nice to people – it’s all about getting the story and who cares if some people don’t like it, it’s news, and that’s how it should be. You are not trying to please people; you are trying to report the truth. People may think that PR firms bend the truth – but we do nothing of the sort. Accurate reporting is still the name of the game, (at SE10 anyway.)
The clue is in the name
An obvious difference between the two is that PR is about building reputations and developing strong relationships with your colleagues and clients. But hold on, surely most journalists know you have to build relationships to get leads and information from your source at the police station or local council? These people are reluctant to give information out as it is, but by building up a relationship, you can make your life and job an awful lot easier.
On a slow news day journalists may be able to work off press releases and use the already useful information that’s been sent in. I am now the person that writes the press release. I realise just how much work is actually involved in getting the core information from the source, so then journalists can report it. I have learnt that people are busy – it can take days or weeks, waiting for a response, just like it can trying to get a comment off a politician or press office when you’re a reporter. This aspect isn’t so different.
You also have to be on form at any given moment. Not only do you have to keep your boss happy, you also have to keep your clients happy. So it’s smiles all round and there are no excuses. Fortunately I am naturally positive, and this suits me quite well. It doesn’t feel like selling out.
The company works for some huge clients, which means the stories that I write can be based on totally different ideas and themes throughout the business, even though they work together as a unit to enforce a brand and reputation.
I don’t see when it’s done like this how moving from journalism into PR can be a sell-out. I was working in the newspaper industry and experienced first-hand job cuts and ‘strategic money saving methods’ being enforced. I thought maybe it was time to secure a career in something a bit different but essentially the same – (drum roll please) PR!!
How could I be a sell out anyway? At the end of the day I have a job that I enjoy, it’s related to my training and qualifications, I contribute to society and am hoping to develop and gain valuable skills that I can keep with me for the rest of my working life.
Don’t get me wrong – I am a trained journalist and just because I now work for a PR company doesn’t mean that I shun journalism! I love journalism and journalists! I will always be interested in current affairs and read my favourite newspapers and magazines; I just think that people originating in journalism and then moving over to PR shouldn’t be given such a bad rep.
It also might be a little harsh to assume people get such a hard time over it anyway, the industry is moving in the direction of PR and if you have been a former skilled journalist and then become a confident PR tycoon, surely you can take any swipe that comes at you and turn it into – what else – but great PR!