By Remy Raitt

For years journalists who moved into communications were frowned upon for ‘selling out’ and joining the PR spin machine. But people who have made the move argue that the dwindling media job market, pitiful salaries and the fact that PRs are still telling real stories all constitute as excellent reasons to free PR from the dirty reputation it once had among media types.

Saying nay to the naysayers

Former UK journalist turned media consultant Dana Gloger argues the PR industry has “gained more respect and understanding from hardened hacks”. She says; “In times of fewer resources but larger demands, journalists are under more pressure than ever. As such, they have come to rely on PR people to provide them with worthwhile stories. Through this, many have gained a far deeper understanding of the world of communications, its values as well as its challenges.”

PR manager at Student Village, Samantha van Zyl traverses any naysaying about the jump. “Newsrooms are getting smaller and smaller plus journalists have the right tools for public relations,” she says, “they know how other journalists work and this puts them on the right foot from the beginning.”

Seeing the similarities

Van Zyl does not see much difference in the way both journalists and PRs should approach stories. “Your style of PR has to follow measures of authenticity,” she says. “Good PR is about being honest with your client. Your press releases need to be authentic and newsworthy. If not, they won’t be worth it for journalists.”

Social media and PR manager at Stratitude, Pam Ndabambi, who previously occupied a multitude of journalistic roles agrees. “The move from journalism into PR is not a cop out, the two are conjoined. In each profession you learn new things every day, the only difference is how these things are showcased,” she says.

Keeping contacts

Journalists bring good writing skills, the ability to meet deadlines and fresh story ideas to the table. Plus, they have contacts. “My contacts from when I worked in radio have really come in handy in my job now,” says Ndabambi.

Diversifying skills

Publicity manager at The Children’s Hospital Trust and ex-journalist, Tammy Sutherns, also says her contacts have helped her in her new role. But she says her job in PR has offered her a lot more diversity. “I write press releases, I film documentaries on the children in the hospital, I facilitate media, I try to secure pro-bono ad space, I work on the marketing material - every single day is different.” She says her previous jobs in journalism have taught her to be deadline efficient and to add a news hook to releases, while PR has taught her to be friendlier, more outgoing and pay more attention to what she’s writing about.

There’s no denying the uncertain future of print media. Gloger says this, along with the growth of corporate communications, prompts her to expect more journalist jumping ship, shame free.

Have you moved from journalism into PR? Why? How did you find the move? Tell us in the comments section below.