Enough with Splitting Hairs, Journalists Too Can Thrive in PR

By Frank Ochieng

Today, business leaders are grappling with a rapidly evolving corporate communications landscape, mostly exhibited in the advancement of communication approaches and platforms. This has brought to the fore the crucial role of both journalists and public relations officers in shaping public perceptions and narratives.

On one hand, legacy media is being capsuled by these new technologies, edging out journalists in their hundreds while on the other hand, organizations are learning to adapt to a new virtual existence away from the brick-and-mortar offices creating new roles which can best be filled by ex-media personalities.

This has led to a debate that is now rife in the PR and media circles with many communications practitioners opposed to the notion of journalists crossing over to public relations practice. While these two professions might seem divergent on the surface, a closer examination reveals a synergy that makes journalists well-suited for PR.

With their proficiency in research, storytelling finesse, and ethical grounding, journalists possess a unique skill set that can make them successful in PR which enables them to make a seamless transition to the prestigious PR side.

One principle of journalism gives prominence to one’s ability to have a nose for news. At the heart of journalism lies the ability to uncover facts, scavenge through uncoordinated information and data, and present a balanced story told in a language that is simple and easy to understand. These are core skills that dovetail with PR.

Central to PR is building and maintaining positive relations between organizations and their stakeholders. Journalists possess an inherent curiosity that drives them to unearth hidden truths and easily explain diverse viewpoints. This investigative nature equips them to thoroughly understand a company’s mandate, strengths, and weaknesses, which they can use to develop narratives that resonate authentically with the company’s bifurcated stakeholder segments. We have seen this with examples of ‘The Explainer’ by a number of journalists and media houses.

Journalists are natural storytellers. They have honed the innate capacity to craft compelling stories, engage readers, and evoke emotions. This storytelling prowess is a priceless asset that many in PR practice are struggling with. By leveraging their storytelling abilities, journalists can convey a brand’s messages in a way that captivates and leaves a lasting impression in the minds of the target stakeholders.

Storytelling is particularly valuable when dealing with crises or sensitive issues as is the case in managing both internal and external publics of an organisation. Journalists-turned-PR professionals can artfully communicate messages that assuage concerns, mitigate damage, and maintain the trust of the public. This they can do by learning from their experiences with various publics while on the news beat.

A straight-jacket PR person on the other hand runs the risk of communicating elitist desktop messages, crafted in disregard of the specific needs and expectations of the target audiences. This is why – unfortunately, so – some people may dismiss communication from a company or individual as ‘mere PR’.

In the same way and as backed by many public perception surveys, Journalists have been reported as the most trusted people by the public. This is mainly so because they are bound by codes of conduct that prioritize accuracy, fairness, and objectivity. These principles when transferred to PR, where building trust and credibility are paramount, one can build a larger-than-life profile as a PR expert.

The adaptability of journalists is another reason why they excel as public relations officers. Journalists are accustomed to working under tight deadlines in high-pressure environments with editors yelling at them across the newsroom. These experiences equip ex-journalist with the resilience needed to thrive in the fast-paced world of public relations. Whether it is responding swiftly to emerging issues or capitalizing on unexpected opportunities, journalists-turned-PR professionals can deftly handle the demands of the industry, ensuring that their organizations always stay agile and responsive.

With the likes of Tiktok, Facebook reels, Twitter feeds, Threads, and endless YouTube videos, characterized by information overload and fragmented media landscapes, journalists’ skills in breaking down complex information into digestible content are invaluable. As PROs, a scribe can transform intricate corporate messages and turn them into easily understandable bite-sized narratives and target them to the right audiences.

Moreover, their ability to identify and connect with relevant media outlets enhances the visibility of their organizations, facilitating effective engagement with diverse audiences. Even when digital platforms are preferred, unlike the corporate world, journalists were quick to adapt to new media giving them a headstart when the digital migration became real. 

When all is said and done,  a blend of journalism and PR skills gives one a competitive edge in the marketing and communications industry. As widely emphasized by a cliché quote by Bill Gates on PR which I will not repeat here, all organizations need PR, and therefore the PR space is big enough to accommodate all. Moreover, every PR unit will gladly accept that they find value in having an ex-journalist handle the Media Relations docket or an ex-photojournalist as an in-house photographer.

One argument against a newsroom-to-PR switch is that journalists are not able to settle well in a formal PR setting. While this might be true, more emphasis should be put on the organization’s induction process. Like any other new employee ex-journalists need to be taken through a rigorous onboarding process to help them align to their new roles. Sadly, many are not given this opportunity but are expected to hit the road running from day one. 

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Frank Ochieng is the Marketing and Corporate Communication Manager, KenGen PLC. fochieng@kengen.co.ke