Making the move from Media to Media Relations

(Full disclosure: I originally wrote the piece below in September 2016. I was still relatively new to the world of corporate communications at the time. Since then -- with well over a decade of communications experience under my belt -- I feel even more passionate about the overall message here. And yes, reporters still contact me frequently to see whether the grass is greener on the other side...)

Ever since I left Business Journalism to pursue a career in Media Relations by journalists who are curious about making a similar move.

Sometimes it's a casual query or phone call; sometimes it's a hushed conversation over a coffee. But the questions I'm asked are usually quite similar: "Don't you miss Journalism?"; "Is the money better?"; "Do you feel like you've sold out?"; and my personal favourite - "Is the workload a lot easier now that you've joined the 'dark side'"?

All valid questions, and with career opportunities in many pockets of Journalism largely on the decline, it makes sense for many to at least consider jumping ship. However, much like any career change, there's no tried and true set of answers. Here are some of the considerations I'd likely list off if you were to ask me about going from Media to Media Relations:

• You bring a unique perspective to the table. I think it's always an asset to be able to "think like a reporter" and put your Spidey-sense to the test whenever you're approached with something that may be presented to the media, be that a news release, an interview or even an impending issue. What questions might reporters ask? Will they question aspects of your message? Will they understand what you're trying to say? What can you do to best meet the media's requirements (when possible)? All of these questions are ones that someone who has worked in the field of Journalism can bring to the table.
• Leave your rebellious nature at the door. Most Reporters are naturally curious; skeptical, even. There's absolutely nothing wrong with that, but in a Media Relations role, your priority is to protect and uphold the reputation and strategies of your client. At that point, your sense of rebelliousness takes a back seat to a litany of rules, regulations, policies and other procedures your client and/or employer abides by.
• A better work/life balance. If for no other reason than a lot of the work you do is scheduled and predictable, you're often not at the mercy of crazy deadlines and breaking news. Of course, that's not to say that doesn't still happen in Media Relations -- it always can -- but being able to predict your day can often lead to being able to schedule family events and such that you may not be able to do as easily in Journalism.
• Get ready for a different culture. Just like every newsroom is slightly different, so is every environment where one practices Media Relations. My experience has been in working for a very professional but progressive company, and so part of my transition has been about learning how to send effective emails, how to participate in meetings, and how to network and collaborate with any number of other departments and stakeholders. Other Media Relations roles may call for different tasks, but my point would be that it's most likely going to be a different culture than what you've been used to.
• Accuracy is crucial. Accuracy is, of course, the most important thing in Journalism. But when you're advising a client in Media Relations, the same holds true. You need to know exactly what you're talking about and have precise language ready to use for it. And when you don't know how to do it.... you need to take every precaution that you've asked the right people to explain it before any information is brought to the C Suite or the public.
• Media Relations isn't for everyone. Personally, I've enjoyed making the transition from Journalism and, as I've written before, I honestly don't miss being a reporter... but everyone's experience is going to be slightly different... and sometimes more than slightly different. I've heard horror stories about ex-reporters that moved over only to find that it wasn't the career, for them for any number of reasons.

A mentor of mine who once made a similar jump warned me that Media Relations may not always be as "cool" as having a byline in the newspaper, and that I wouldn't experience the same kind of notoriety I have as a Journalist. But on the other hand... it's a new skill set that can open up doors to other opportunities and puts you at the epicenter of lots of high-profile projects. So you have to ask whether that's the kind of trade off you are willing to make.

Hopefully that helps to shed some light on the differences between the two careers. If you have any other questions, always happy to meet for a coffee...

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