The transition from journalism to PR is a well-trodden path and, let’s be honest, that’s largely down to the kinder hours and better pay.
Sean Wozencroft, 8848’s Head of PR and Content, is an experienced journeyman who has walked the path from journalism to PR. Here’s his take on the transition.
Thriving in a new environment
For many a hack, there is only so long you can cope with the relentless churn of news in a high-pressure environment before you either find a journalism niche or head into another communications-related role.
But, while there are significant differences between journalism and PR, the great news is journalists tend to thrive in their new environments – and there are some obvious reasons why.
I studied journalism at university and, after writing to every newspaper in Britain (a fact I like to mention regularly), my big break came at the Shropshire Star.
Honestly, I couldn’t have had a better training ground. With five editions a day at the time, tensions were often fraught, deadlines were tight and standards were high.
Here are some of the skills I learnt which have helped me in PR:
Writing quality copy, quickly
Working on a newspaper, you very quickly learn to write informative, clean copy, removing all the unnecessary detail. Taking complex information and transforming it into an understandable narrative is a skill honed with practice.
There’s nothing that will get you writing quicker than a middle-aged bloke on the newsdesk bellowing that deadline is two-and-a-half minutes away! Deadlines really are deadlines – when it’s time to hit print or to press publish to set a story live, you had better be ready.
Of course, in PR we’re often afforded more time to craft the perfect copy that presents our clients in just the right manner, but there are still times when quick-thinking and 60wpm typing comes in handy.
At 8848, we regularly receive requests from national journalists looking for an expert comment on the hot topics of the day. In these cases, it’s often those who respond first that snare the opportunity. Some of our most valuable coverage has come this way.
Finding the news angle
Good journalists know what the news angle is. News is, ultimately, what a group of people will find interesting. ‘The line’ – the hook that will make people read on – is all-important. Get that right and the rest will follow.
I recall my lecturers telling me to think about the first thing you’d tell a friend about a particular story. What’s unusual? That’s the most interesting part – and that advice has stood me in good stead.
One of the challenges of switching from journalism to PR is learning to strike the balance between writing an article that will be interesting enough for an outlet to carry while still maintaining the client’s key messages.
Asking the right questions
One of the most satisfying parts of being a journalist is when you start covering a seemingly mundane story and manage to unearth a little hidden gem that elevates it. That comes with experience of interviewing.
It’s about making the person feel comfortable and getting them into their stride and knowing when to let them flow – and when they are heading off course and need to be brought back to the topic. It’s about listening and picking up on the nugget of information they give away and expanding on it.
Journalists know how to lead an interview so that they have a full understanding of the situation. And that’s crucial in PR, too, when speaking to clients about all sorts of extraordinary topics so that you have a full overview before putting fingers to keyboard.
Organisation
A journalist needs to be organised and able to arrange photoshoots, ensuring everyone is in the right place at the right time.
For PR professionals, organisation is even more important. With multiple projects on the go – and in 8848’s case, multiple clients – you need to stay on top of everything and keep the plates spinning.
Photoshoots are a regularly occurrence, but so are radio interviews and launch events – as well as, of course, endless video calls.
Researching
Some of the knowledge I’ve acquired over 16 years as a journalist-turned-PR is mind boggling. If there is ever a quiz show about engine oils, cleaning waxes, cesspits and family law then sign me up, I might just get a few right.
As a journalist you are constantly researching topics to ensure accuracy, and the same can be said for PR. At 8848 we are comfortable taking on any client in any sector, backing our research capabilities to quickly acquire a workable knowledge of any subject. Of course, we’ll still need to ask questions, but rest assured the end copy will be educated.
We love news
Anyone who has worked as a journalist is sure to be a newshound, following the hot topics of the day from wake-up to lights out. This is hugely beneficial in PR as it offers our clients the opportunity to react to the news agenda and to lead the conversation with informed comments.
Building relationships
As a journalist, it’s important that you cultivate good relationships so that contacts can be used time and time again. It’s not about sucking up to them but more about building trust.
It’s the same with PR, both with clients and the journalists you work with. Clients need to believe that you know what you are talking about and can be trusted with their brand. Journalists, meanwhile, need to know they can rely on you to deliver what you promise and to a high standard.
Want to harness the power of former journalists to elevate your brand? Contact Sean today at sean@8848agency.com or 01902 907520 and let’s get going.
8848
8848 has a team of multi-channel marketing experts all ready to help you in 2024.
Multi-channel marketing offers several advantages over single-channel approaches, making it a valuable tool for businesses of all sizes.
By using multiple channels, you can tap into different segments of your audience who might prefer different platforms. Social media, email, traditional marketing, website content, PR, and events can all be utilised to reach a wider audience. Furthermore, each channel provides another opportunity to connect with potential customers, thereby increasing the likelihood of brand recognition and recall. Consequently, this repetition reinforces your message, ultimately strengthening brand loyalty.
Why work with 8848?
So, what can 8848 offer you? Firstly, we have a wealth of marketing communications experience, having worked with some of the world’s biggest brands. Moreover, we’ve also guided emerging brands as they embarked on their growth trajectories.
We create captivating original content of every kind, seen and heard on every channel imaginable. We are a multi-award-winning creative design, public relations, and communications agency.