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Last updated on 2024年9月2日

You have a journalism background and want to switch to public relations. How do you make the transition?

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If you have a journalism background and want to switch to public relations, you might wonder how to make the transition. Journalism and public relations are both forms of communication, but they have different goals, audiences, and ethics. However, they also share some skills, such as writing, researching, and storytelling. In this article, you will learn how to leverage your journalism experience and acquire new skills to succeed in public relations.

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Joe McFarland

Storyteller, Podcaster and Events Noise-maker
Robin Lindner

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Yasmin Chilton

External Affairs

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1 Assess your strengths and gaps

The first step to switch from journalism to public relations is to assess your strengths and gaps. What skills and knowledge do you have that are relevant to public relations? For example, you might have excellent writing, editing, and interviewing skills, as well as a knack for finding and verifying information. You might also have a portfolio of published articles, a network of contacts, and a familiarity with media outlets and platforms. On the other hand, what skills and knowledge do you need to improve or learn? For example, you might need to work on your strategic planning, pitching, and branding skills, as well as your understanding of public relations theories, models, and ethics.

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Kris H.

Faculty for the Digital Communications and Media diploma & the Multimedia Production diploma
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I personally think this is the best transition to make. It may feel like a massive leap of faith to switch gears, but you will be surprised at how much knowledge you have as a journalist that will help you transition to the world of public relations. The best thing you have is the ability to understand why the media would be interested in a story. Use that to your advantage in crafting press releases to engage with the public.

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Motti Verses

Communications Executive | Video Presenter | Travel Writer | Hotels Influencer | Marketing & PR Expert
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A public relations function must provide strategic, core solutions, through management of diverse and often complex symbiotic relationships to heads of corporations and even stakeholders. An independent journalist will find if impossible to play this game, even with a great rewarding salary.The change might be disastrous and frustrating.

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2 Update your resume and portfolio

The next step to switch from journalism to public relations is to update your resume and portfolio. You need to highlight your relevant skills and achievements, as well as demonstrate your interest and suitability for public relations. You can do this by using keywords and phrases that match the public relations job descriptions and requirements, such as media relations, crisis management, stakeholder engagement, and campaign evaluation. You can also showcase your portfolio of published articles, but make sure to explain how they reflect your public relations skills and values. For example, you can mention how you tailored your stories to different audiences, how you built trust and credibility with your sources, and how you measured the impact of your work.

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Robin Lindner
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Want to transition from journalism to PR? You’re already ahead. Media pros, and thought leaders appreciate working with former journalists. You speak their language. You know how to tell a story and understand the value of newsworthiness. So, let's talk action steps. Leverage Your Expertise: Highlight your media knowledge. You know how to spot a story, build relationships, and pitch ideas that resonate. Network and Connect: PR pros and journalists are two sides of the same coin. Connect and seek advice from industry insiders. Emphasize Earned Media: Your journo background means you understand how to secure authentic media coverage. Lean into that! It's all about relationships—and you’ve got the foundation to excel.

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3 Learn new skills and tools

The third step to switch from journalism to public relations is to learn new skills and tools. You can do this by taking online courses, reading books and blogs, listening to podcasts, and watching webinars on public relations topics and trends. You can also join professional associations and networks, such as the Public Relations Society of America (PRSA) or the International Association of Business Communicators (IABC), to access resources, events, and mentors. Additionally, you can familiarize yourself with the tools and software that public relations professionals use, such as media databases, press release distribution services, social media management platforms, and analytics tools.

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Charlie Hannema

Tested crisis communications leader, media relations expert and content creator helping clients navigate the intersection of public policy and public perception
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A successful transition from journalism to public relations starts while you're still in journalism. Capitalize on the chance to learn from colleagues in other parts of your company to broaden your knowledge. For example, if you're a reporter, get to know some sales folks and learn how their world operates in terms of how much ads cost, what advertisers get right and wrong, etc. Make sure your resume describes your skills to people outside the business. Your biggest strengths will likely be your ability to execute under tight deadlines, ask the right questions about complicated issues and tell stories that are easy to understand. Last, don’t be afraid to ask for help. Lean on others who have been in your shoes and then pay it forward.

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4 Find opportunities and connections

The fourth step to switch from journalism to public relations is to find opportunities and connections. You can do this by searching for public relations jobs and internships on various websites, such as Indeed, LinkedIn, or PRWeek. You can also create your own opportunities by pitching your services to potential clients, such as nonprofits, startups, or small businesses that need public relations support. Moreover, you can leverage your existing connections and expand your network by reaching out to former colleagues, editors, sources, or experts in your field of journalism. You can also attend events, webinars, or workshops related to public relations and introduce yourself to other attendees, speakers, or organizers.

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5 Adapt your mindset and ethics

The fifth step to switch from journalism to public relations is to adapt your mindset and ethics. You need to understand that journalism and public relations have different purposes, perspectives, and values. Journalism aims to inform, educate, and hold power to account, while public relations aims to persuade, influence, and build relationships. Journalism focuses on the public interest, while public relations focuses on the client's interest. Journalism values objectivity, accuracy, and independence, while public relations values advocacy, creativity, and collaboration. Therefore, you need to be prepared to adjust your approach, tone, and style to suit your new role and responsibilities. You also need to be aware of the ethical codes and standards that guide public relations practice, such as honesty, transparency, and social responsibility.

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Nez Sevim Lawrence

Global Head of PR, Media and Ambassador Relations | Non-profit, sustainability, environmental communications | Reputation Management
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This is a very important and hard to understand balance. Definitely PR is focused on the client’s interest but I see many failed media outreach or press releases because they totally ignore journalists interest and needs. If a PR professional is just focused on what’s best for the client, and can’t deliver to the journalist’s interest and needs, that media outreach cannot be successful. The story you are telling to journalists is definitely not the most important story they receive and most journalists don’t have time or will to make something useful out of a complicated, long and boring release. Sometimes a short video, doesn’t sound like a marketing pitch, what a journalist needs. Work for the journalists as much as for the client.

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6 Keep learning and improving

The sixth and final step to switch from journalism to public relations is to keep learning and improving. You need to constantly update your skills and knowledge, as public relations is a dynamic and evolving field. You need to monitor the media landscape, the public opinion, and the industry trends, and adapt your strategies and tactics accordingly. You also need to seek feedback, measure your results, and evaluate your performance, and learn from your successes and failures. You also need to maintain your passion, curiosity, and integrity, as they are essential for both journalism and public relations.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Joe McFarland

Storyteller, Podcaster and Events Noise-maker
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My #1 piece of advice is to give yourself more credit than you think you deserve. At your heart, you're a storyteller. And in the world of public/media relations, that's what your role is. Whether it's social media, written stories for your website, media relations, crisis communications, you've already been doing it. It's just a matter of learning some new language and programs that will help you do your job, just in a different way.

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Yasmin Chilton

External Affairs
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I’m in class right now to switch from PR to journalism. I think of it like questions versus answers. In PR, you have the answers, and you’re showcasing why you’re the expert in sharing them. In journalism, you’re leading with your inquisitive nature and highlighting why you are the best researcher to ask about the topics we need to know more about.

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Gretchen Giles

Senior Account Executive, Public Relations
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You make the transition respectfully. You already know what it takes to be a journalist in this media landscape, so bring the compassion (and possibly, the frustration!) you felt for the profession with you to the other side, looking for ways to support journalists' efforts to do their best work in your new role as a publicist.

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Roz W.

PR, Branding, Image Building and Consulting
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Know what you can and cannot do as a Public Relations professional. You can approach top tier media with your client's pitch but you cannot expect that other journalists will naturally jump on your story. You cannot promise results but you can offer a well written pitch that delivers the who, what, when, how and why very clearly. Be careful to accept rejection and not tell your client you will guarantee results. Managing expectations is the one thing that every publicist has to deal with. You can give the media a pitch at the right time but you cannot promise results to be exactly what the client wants. I could give many examples on successful pitching and why some pitches fail to connect, but that's for another day.

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James Scalzitti
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Don’t assume you know how it’s done because you’ve worked with public relations/media relations people. Don’t assume it’ll be easy. (It’s not.) Talk with some of those who have made the tradition successfully (not all have) and ask them for their insights. Don’t expect to make a completely smooth transition overnight, either. There will be times when your heart will beat faster when you hear sirens or see smoke.

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You have a journalism background and want to switch to public relations. How do you make the transition?

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1 Assess your strengths and gaps

2 Update your resume and portfolio

3 Learn new skills and tools

4 Find opportunities and connections

5 Adapt your mindset and ethics

6 Keep learning and improving

7 Here’s what else to consider

Journalism

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