Change is good, right? It brings excitement, new experiences, and challenges – all at once. A career shift can spark similar energy. A career pivot allows you to respond to shifts in your industry or job market without becoming obsolete. That was certainly the case when I transitioned from journalism to public relations. At first glance, journalism and Public Relations seemed like two sides of the same coin, with both careers requiring you to write, interview people, and tell their stories – appearing to be an easy transition, almost natural but… I quickly realised that it was not as seamless as imagined and so, if you are a journalist considering a move into PR or if you are simply curious about the overlap — here is what I have learnt from my recent pivot: the good, the bad, and everything in between.
Journalism vs. public relations: What is the real difference?
For many journalists looking in, PR feels like familiar territory – just approached from a different angle. You bring with you a toolkit filled with transferable skills like storytelling, media insight, experience working in a fast-paced environment, and the ability to write compelling content. However, at the heart of it all lies a core difference, purpose. In journalism, the goal is to educate and inform the public while reporting factually and objectively. In PR, the role shifts to positively influencing public perception on behalf of a client or brand. A clear distinction from being an observer to one of strategist. Another contrast is that journalists often work independently throughout the editorial stages. PR professionals, on the other hand, collaborate constantly, drafting motivations, managing client expectations, building media relationships and aligning everything with the clients’ objectives. Despite these differences, the good news is that, as a journalist, you have a great advantage that will help guide you in your new role.
Why being a journalist gives you an advantage in PR
Coming into this role, I knew three specific skills would be beneficial.
Firstly, I know what makes a good story. Remember those press releases you barely skimmed before deleting them? Yep, I did that too, now I’m the one writing them – however, now I have better insight into what catches a journalist’s eye and what gets ignored. That editorial instinct immediately kicks in and acts as a secret weapon. I understand what is newsworthy. That means story pitches to media outlets are more likely to land because you can approach them with greater understanding of the journalist’s perspective.
Secondly, the writing and interviewing skills gained in the newsroom are essential in the PR space. In journalism you interview people from almost all walks of life, you write compelling stories under pressure and learn how to make complex topics accessible. These skills are still crucial in PR – they just take on a new form.
Instead of writing news reports and looking for newsmakers, as a PR professional your role shifts to creating the news through tools like press releases, thought leadership pieces, and social media content. Instead of aiming for objectivity, you will now lean into strategic storytelling – using your words to shape perception and build trust towards a brand.
Thirdly, that media contact book becomes a powerful tool as you navigate the PR industry. In journalism, you built relationships with editors, other reporters, and producers. In PR, those contacts become one of your biggest assets. When pitching stories on behalf of a client, a journalist is most likely to gravitate towards your pitch because you understand what a journalist needs from a press release and how not to waste their time. That credibility helps you build trust between your clients and the media, ensuring stories get published and do not get tossed out into a journalist’s junk folder.
As the role shifts and changes, so should your focus and mindset
Even with a journalism background, there is a learning curve in PR. The mindset shift is inevitable, but it will also open you up to a new set of skills. This shift may seem overwhelming at first, but it is certainly not a barrier. In fact, PR helps develop skills like:
- Leveraging PR and media intelligence tools to not only track client coverage but also extract actionable insights, measure message penetration, and inform future communication strategies
- Compiling performance reports for clients to help client measure influence and positioning amongst competitors
- Social media listening and developing crisis communication strategies to keep clients informed and prepared for any crises.
- Managing media campaigns and brand messaging initiatives from a PR perspective to align brand messaging and build reputation with clientele
- Understanding internal communication tools used for different clients to align with their brand messaging
- Leveraging social media and influencer relations to help encourage brand love and promote visibility
Is the transition worth it?
Only if you are ready for a shift in perspective. PR is not journalism, despite sharing a lot of similarities. It is a different discipline with overlapping skills. Yes, you will still tell stories, ask relevant questions to understand clients and their needs, and write compelling copy for media distribution. However, in PR you will also learn to write strategically, manage client reputations, and help build long-term relationships between clients and their clientele.
But no matter what the difference, both professions share one common element, which is communication. The years spent in the newsroom environment chasing stories have more than prepared me, but don’t get me wrong, learnings still happen every day – and rightly so, as if you don’t learn and grow, you stagnate.
Change is not only good, but essential – embrace it and thrive in your new role.
by Orange Ink