WRITE STUFF: 15 pieces of advice for journalists heading to a career in PRPosted: November 9, 2016
So, what is the difference was between journalism and PR? I’ve stopped and asked myself the question this week. I’ve been thinking of how to explain the difference.
For 12-years I was a journalist and rose to become assistant chief reporter of a daily regional newspaper. Back then I would have told you that the difference was news was everything they don’t want you to know. The rest is PR, I’d have said.
Eight years on and director of my own company I know the difference is more to it than that just a lack of shouting news editors and no double murders.
The truth is that if there was a Venn diagram, there would be surprising little between the two. At best, it’s a common use of the English language and the knowledge that news is people. And people like to read about people.
Here are 15 differences
A yardstick of success. As a journalist, your measure is if you’ve got the front page. Failing that, it’s a healthy number of pageleads. As a comms person, it’s a number of things. Chiefly, being able to show the material difference your content has made. The number of foster carers recruited, for example.
Criticism. I say this with love, knowing journalists will take umbrage. There is nobody so thin skinned as a journalist. I knew this when I was one. I know it now too. As a comms person you are like a sniper in no man’s land. Under fire from all sides. Your organisation and those outside will throw things at you.
Professional regard. Journalists are special. Not trusted, especially. But special. They have a Press bench and a Press pass. Doors open. Comms people have a daily battle to have their opinion listened to. Solicitors? Planning inspectors? Doctors? Their word is law. But anyone with spell check and clipart thinks they are a comms person.
Audience. A journalist, in the words of a former colleague only half in jest ‘tries to make old people scared to leave their homes.’ They used to have one main channel. Like the printed newspaper or radio bulletin. Now they have to use more. A comms person needs to know as many of the 40 different skills as possible.
Skills. While the reporter needs more skills now than ever the PR or comms person needs to draw either individually or across a team up to 40 skills.
Diplomacy. A journalist can smile politely and ask why the chief executive has failed to build 100 homes on time. A comms person needs the tact to talk through the implications of how that failure will play out and suggest a course of action.
There are no jacks under it. As a journalist, I’d be encouraged to make a story a bit more exciting by ‘putting the jacks under it.’ Outrage, slam, row. As a comms person you play it straight. You stick to the facts which are always sacred.
Accuracy. Now, here’s a thing. I was more accurate as a PR person than a journalist. There. I’ve said it. The news desk request to write a story to fit a pre-determined idea is a thing. I’ve done it. In comms and PR you need to be certain of your ground or you become the story.
A difference. A journalist can try and make a difference by holding power to account. A comms person can make a difference by drawing up the right content in the right place at the right time.
Planning. Long term planning on newspapers was often tomorrow. The concept of a comms plan to work out the business priority, the audience and the channel is alien.
Obsolescence. The journalist suffers from being in an industry whose business model is being re-invented and as a result there are casualties. Comms as an area is developing.
Hours. Long hours to make sure the paper is filled are common on newspapers – who are often renamed media companies. Hours in comms and PR are long. But it’s rare to be stood outside a burning factory in Smethwick, I find.
Writing. Just because you can write for a newspaper doesn’t mean you can write for the web. Or Facebook or Snapchat.
Your employer and your ethics. You bat for your employer as a PR person. But you bat for your ethics first. At times you have to know your ground and say a firm ‘no.’
Innovation. There can’t be a more exciting time to be a comms person than now. The internet has tipped up old certainties. The tools we can use are evolving and the guidebook on how to use them you can write yourself. How good is that?
Like many former journalists, I admire good journalism. But don’t anyone think that being a reporter and being a press officer or a PR person are remotely the same.
Picture credit: Mattiece David / Flickr