Working in the newspaper and TV news industry is a complete 180 from public relations (PR) – it’s like a mirror image where you see the other side from the clients perspective and not a journalist. I made the transition from the news business to PR 4 years ago and I am so grateful for the experiences and knowledge I have gained along the way. They really do go hand in hand at the end of the day.
If you’re thinking about a career in PR, consider these pros and cons:
Pros
Building relationships. You begin to build a list of contacts with journalists, other PR professionals and clients for the present and future. Building a network not only builds trust and reliability but also your reputation as a PR professional.
Another great way to network is to join your local Public Relations Society of America Chapter or attend seminars to gain additional PR insight.
Journalists love PR professionals. Journalists get many of their story ideas from PR specialists. In the end, it’s a win-win situation: the journalist gets a great story for their publication or show and the client gets press coverage. Speaking of another pro…
Press placements. Placing a client in the press is a huge achievement! Not only are they happy with the exposure and get a profit in return, but it also makes you and your firm look reputable. The biggest press placement I have gotten to date was FOX News in NYC when I worked in-house for an herbal coffee beverage. After the segment aired, the sales for the company blew threw the roof!
Working on the other end of of the spectrum in TV and print news also increased my ability to pitch stories better. As an example, I would always say to the assignment editor at a TV station, “This story would make a great live shot during your 4 p.m. show…” knowing that the 4 p.m. (depending on the market size and if they have it) is a “light” half hour. In my opinion, being able to relate to their lingo and how a newsroom operates helped increase my story placements and trust with editors.
Creativity. Your creativity as a writer, strategist and pitching stories becomes stronger from the influence of your co-workers and clients. The more passion, creativity and excitement you bring to the table, the more they will want to engage.
Cons
You feel like a glorified baby-sitter. The main objective is to always keep the client happy. That means catering to their every needs. Honestly, it can sometimes make you want to pull your hair out but the key is to take a deep breath and have patience.
The client can leave at any time. It could be because the client doesn’t have the resources to pay anymore or they decided they want to do it on their own. There have been very few incidents where I have offered to do it pro bono or for a lower fee, but only because the client felt a financial strain.
Success is not guaranteed. You can (or feel) have the best story to pitch to the press and after many tries to many different outlets, sometimes they just aren’t interested. Period.
Depending on your agency’s budget, the best way to get around the “rejection” is to find a free press release distribution web site such as PR Log to post the story. Sometimes newspaper websites will also have an area where you can “post” a story/press release.
Abnormal hours. Just like working in news, sometimes the hours can be a bit hectic and over the 8 hour a day rule. I once had to support a client during a TV live shot at 5 a.m. in Los Angeles and wait until the morning show was done at 9 a.m. Then I had to drive back to my firm – in Ventura, 1.5 hours north – and finish working on other projects that had tight deadlines. I ended up leaving shortly after 5 p.m. So there was a 12 hour day.
Still up for it?
The best place to start would be as an intern at a public relations firm/agency. The nice thing about a firm/agency vs. in-house PR is you work with a variety of clients and you learn how to strategically deal with them in different ways, plus you get exposed to more situations and industries.
Another great resource to read is PR Daily, which provides the latest updates and trends in the PR world.
Good luck! 🙂 You can also contact me with any further questions or advice you might need!
