More and more journalists have been leaving newspapers, TV and radio over the last several years and heading to the “dark side” (a.k.a. public relations). And with the economy tanking and media outlets laying off, cutting back and even folding, journalists are seeking jobs as PR practitioners now more than ever.
These career moves haven’t only been seen on a local level. Even former MSNBC general manager, Dan Abrams, has gotten in on the action. Late last year he started Abrams Research, “a media strategy firm that connects business leaders with a global community of media professionals.”
So what does this influx of media folks mean for PR? The way I see it, a few different things:
• Our industry is growing (see yesterday’s post) and the media industry is shrinking. Before too long we won’t have many traditional journalists to pitch stories to – the herd is thinning.
• The use of social media as a promotional tool will rapidly and steadily continue to climb.
• The PR job market will become more competitive.
Over the years journalist friends and colleagues of mine, who are looking to make the leap and want some advice, have contacted me. And recently – within the past three months – this correspondence has picked up considerably.
I’ve always welcomed former journalists into this industry, but I also wonder exactly what they’re thinking and experiencing when they make the change.
Are they reluctant?
Do their fellow journalists ostracize them?
And once they’re in PR, what do they experience?
Do they have a newfound respect for our work and for us?
Is it an easy transition for them?
Have you made a move like this? What were your experiences? We’d love to know.
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