Journalism To PR Transition. Why is it a Natural Career Transition?

Career transition is the most critical decision for any aspirant as it influences many aspects of life. Once you are 100 per cent certain and have thoroughly thought of its pros and cons, the switch becomes easy. At a crucial point in my career in 2017, I decided to switch from journalism to PR. After carefully examining all the potential prospects, PR was a natural transition for me. Having touched base with all the major PR consultancies, I had an overall understanding of the PR functions. Content creation is the common thread between the two professions; I was well-versed in it. Plus, I had good news sense and knowledge of the inner workings of the media fraternity. These advantages soon landed me in an in-house PR role at a reputed ICT company. My journey started as PR in 2017 is thriving in 2021.

Though I entered the industry with certain advantages, I had a bumpy start initially during the transition from Journalism and PR. Getting into the mindset of a PR professional was not easy; journo traits would pop up sometimes. It also took me some time to get accustomed to the new work culture that was very formal system driven. Unlike my previous job, there was not much room to take independent decisions. I would also experience the excessive influence of seniors in work. However, making media connections was reasonably smooth for me due to industry contacts and the backing of a strong brand. Since I was well-versed with the ICT industry, I streamlined the PR arm within the company and increased the media visibility exponentially within a year. Apart from the PR role, I am involved in various marketing campaigns and event management.

The decision to switch careers from Journalism to PR turned right and gave a push to my professional growth. Like me, many media professionals have got or are getting in the shoes of PR professionals. PR industry provides comparatively better monetary benefits and job stability. Also, the profession offers scope for growth and exposure. Therefore, media professionals turn to PR after having 5-8 years of industry experience. PR consultancies are also quick to absorb the talent for skills they bring in. Journalists can provide valuable insights into media management and monitoring. Their 360-degree industry view, critical thinking and news sense help consultancies to design impactful PR campaigns for their clients. Thus the shift from journalism to PR is a win-win for both.

The trend of a journalist coming into the PR role will continue for the next couple of years. It would be interesting to see how PR firms make internal adjustments, especially in the senior positions to accommodate the talent pool coming from the media industry.

Also Read: Can you join PR after studying journalism?

– Vani Krishna

Vani was a part of the Class of 2021 of the PG Programme in PR and Corporate Communications at SCoRe Mumbai. She pursued her bachelor’s degree from Mangalore University. She is passionate about Sports and Arts. She has done an internship in a Kerala-based PR firm Davidson PR & Communications, and with the Department of Information and Public Relations- (I&PRD) Kerala Government. She can be reached at @VK_thefernweh on Twitter, and as Vani Krishna on LinkedIn.