Press Pass to PR: Confessions of a Former Journalism Purist

I started my career as a newspaper journalist and then switched gears to enter the world of Public Relations.

I used to sit in a newsroom, drumming my fingers on my desk, frustrated that the representative for the hospital or organization I was writing about kept me waiting for that one piece of vital information that would balance my story.

Didn’t they know I was on deadline?

That this was their opportunity to set the record straight?

That I’m the Queen of Persistence and would slam them with the “so-and-so-couldn’t-be-reached-for-comment” line if they didn’t accommodate my request?

What could they possibly be doing besides schmoozing big wigs over lunch, purposely keeping me at bay? They must be hiding something. It’s not like their job was hard. I could do it in my sleep … not that I ever would.

That was my opinion 16+ years ago when I was a reporter whose stories, spun with gold, detailed courtroom antics and shed light on sensitive topics. It’s what I believed.

But I also believed I’d never go to the so-called “dark side:" Public Relations.

I can look back now and laugh (hysterically!) at how silly and naive I sounded and how quick I was to judge those spokespeople – many with whom I had great relationships – and a profession I truly knew nothing about.

As it turns out, I was completely wrong about what “PR” pros really do. Because, honestly, there’s so much more than PR that encompasses our day.

We are strong and confident professionals who represent a company, organization, or government agency. Everyone from executives to entry level personnel across all departments turn to us at one time or another – many at the same time – for counsel and support on how to respond, solve a problem or gain exposure.

We are counselors, confidants, fire fighters, spokespeople, event planners, writers, collaborators, strategic and creative thinkers, and so much more.

We plan for the worst to a T and are pleasantly surprised when our hopes for the best become reality.

We are always “on,” by way of energy levels and mobile devices, ready to go at a moment’s notice all hours of the day, and on weekends and holidays.

This is not the career path for the weak, meek or lazy.

Switching sides, so-to-speak, is much easier said than done because not every great reporter can become a great PR pro (side note, I left journalism for PR and ultimately grew to become a strategic communications expert), at least not on the first try.

A reporter’s greatest asset – writing skills – will afford you a valuable role on any communications team, but it won’t land you the job. That skill – no matter how seasoned a reporter you are – doesn’t guarantee a manager or higher-level position the first time through the gate.

When you change career paths from journalism to PR, you’re doing just that … changing career paths. Journalists and PR pros are similar in the sense that they’re strong communicators and can craft a sentence like nobody’s business. Plus, people are either really pleased or really upset to see them walking their way, and sometimes it’s both.

But that’s where the similarities end. It’s a whole new ballgame when you’re on the PR side, responding to pointed questions from your friends/former colleagues about system abuses and program specifics.

It requires a new way of thinking and writing, as well as a different understanding of what is and is not a story as it relates to the best interests for your company or agency. Because what once was a sexy story you would’ve loved to see your byline on becomes a topic you wouldn’t touch with a 10-foot pole. Or, what once seemed like a snoozer of an assignment becomes the focus of an awareness campaign you proposed for your organization’s social channels.

Some days, you’re pounding down the doors of reporters, pitching them a story you know would benefit their audience.

Whereas, on other days, you’ll need to be firm and say the word “no.” But not because you just don’t want to take the time; rather, there are new rules to follow based on HIPAA, HR and proprietary information.   

The bottom line is there’s a lot to learn, and it truly takes time to adjust and execute well.

While some reporters can successfully join a large team and learn the ins and outs of PR on the job almost seamlessly, it’s recommended to first get your feet wet at an agency to soak in as much of the industry know-how as possible.

Agencies work with a variety of clients, all of which have a different PR goal in mind. Some focus on digital assets and trade publications, while others prefer consumer media. Some clients need support defending their positions on sensitive issues, and others are touting their services, programs and products through proactive outreach.

The agency world truly opens the door to fun, fresh ideas and projects, and a variety of opportunities. You learn new skills, build confidence to develop and execute successful strategic plans, and figure out where best to utilize your honed journalism skills.

Transitioning from one to the other can be as easy or daunting as you make it. To do it right, takes time, patience and a self-confidence that you’re making the right move.

I never thought I’d do anything else besides newspaper journalism. I didn’t think I possessed the courage or skillset to make a change. But I was so very wrong.

It’s been 16+ years, and I wouldn’t change my career path for the world. I love my profession, because I’m constantly learning. But I’ve also grown to the point where I'm able to share my experiences and knowledge through mentorship and the development of my teams.