By Adam Wakefield
Ines Schumacher, a senior digital account manager at PR agency
FleishmanHillard and a former journalist at the Mail&Guardian, says if she thought journalism was a high-pressure environment, she was not prepared for the pressures of the PR industry.
“Deadlines come thick and fast in PR, which I find challenging and exhilarating. In PR, you also have to wear many different hats with different clients and be an expert in anything you can think of,” Schumacher says. “I believe I’ve learned more in my three months at FleishmanHillard than I have in the past three years of my career.”
Same same, but different
Thumi Richardson*, a former journalist at the now
defunct SA Press Association, and these days employed at a well-known PR firm, says caution is important in journalism, as objectivity is paramount. In PR, the rules are slightly different.
“You have license to explore topics more subjectively. At first, this can be quite daunting. In journalism, I also found that the stress was intense but short-lived. In PR, there is more sustained pressure,” she says.
David Fleet, senior vice president of digital at global PR firm Edelman’s Toronto office, offers 15 tips for those aiming to have a successful career in PR.
In an
article published in 2013, Fleet’s tips include never stop being curious, making time to stay on top of the news, learn how to write, and learn how to prioritize your time.
Schumacher, as a former journalist, brought a number of those skills to the table, which were immediately embraced by FleishmanHillard. Schumacher had to learn other skills, such as public speaking and sifting through audience data, to be an effective PR practitioner.
“I feel like my past experiences add value to my daily interactions with colleagues and clients. It’s hard at first to make the switch between the two career paths and it takes a few weeks to adapt. However, I feel like I’ve hit the ground running and the transition was fairly easy,” she says.
PR’s working conditions and stability an attraction
Richardson says it can be challenging adjusting to different styles of writing.
“While the creative freedom that comes with certain types of
PR is hugely empowering, there is a level of security that comes with the confines of journalism,” she says.
That being said, Richardson appreciates the improved pay she PR practitioners receive compared to journalists, the stable working hours, and being immersed in the melancholy of hard news.
“Journalists are generally expected to work weekends, whereas weekend work at my
PR company is very unusual,” she says. “As a journalist I was also exposed to a few dangerous situations, as well as disturbing stories and images in the course of my work. In public relations, I have thankfully been spared this, and I have noticed that I am far less neurotic as a result of changing jobs.”
Schumacher points to job security as the number reason for her career change into
PR.
“I left just before retrenchments were announced at my newspaper, and at first I considered my move temporary, to be honest. However, after just a few days at FleishmanHillard, I felt part of the family and a valued team member,” she says.
Never stop learning
Asked what advice they would give to new PR professionals, both Schumacher and Richardson advise being open to new experiences, and showing a willingness to learn in what Schumacher calls a “dynamic industry”.
*Not her real name
Are you a former journalist who has made the transition into PR? Let us know in the comments below.