PR vs. JOURNALISM

My motivation for this post came from the fact that many journalists switch to PR profession, or at least they think about it. This trend is not neither new nor typical for our (Macedonian) environment only. But what I want to discuss here is do they know what they are going into, and is journalistic background enough to become a good PR manager?

How PR differs from journalism?

Although there are some common activities (writing in journalistic style, interviewing, gathering and synthesizing large amount of information, producing good copy on deadline, and so on), they are fundamentally different in: scope, objectives, audiences, channels.

Few words for each of them.

Scope. PR has many components, ranging from counseling to issues management and special events. Journalistic writing and media relations, although very important, are only two of these elements. So, before a journalist decides to go into PR, he/she should know that effective practice of PR requires strategic thinking, problem-solving capability and other management skills, beside only systematic transfer of information. In addition, the practice of PR demands budget planning, project management, client handling and advising.

Objectives. Journalists gather and select information for the primary purpose of providing the public with news and information: Communication activities are an end in themselves. PR personnel also gather facts and information for the purpose of informing the public, but the objective is different: Communication activities are only a means to the end. In other words, the objective is not only to inform but to change people’s attitudes and behaviors, in order to further and organization’s goals and objectives. Whereas journalists are objective observers, PR personnel are “advocates” of a particular point of view – our client’s or our employer's point of view.

Audiences. Journalists write primarily for a mass audience – readers, listeners, or viewers of the medium for which they work. By definition, mass audiences are not well defined, and a journalist on a daily newspaper, for example, writes for the general public. A PR professional, in contrast, carefully segments audiences into various demographic and psychological characteristics. Such research allows messages to be tailored to audience needs, concerns, and interests for maximum effect.

Channels. Most journalists, by nature of their employment, reach audiences through one channel – the medium that publishes or broadcasts their work. PR professionals use a variety of channels to reach the audiences previously described. The channels employed may be a combination of mass media outlets – newspapers, magazines, radio and TV. Or they may include direct mail, pamphlets, posters, newsletters, trade journals, special events, posting messages on the Internet, building social networks… all of them with same importance as the conventional media.

PR takes more than writing

But journalists worldwide often decide to go into PR anyway. Why is that? Sometimes for them making a transfer to a new profession represents a challenge, but for most of them it is simply a retiring (going to a pension). The last ones believe that after they have “reached the peak in their journalism careers”, they will automatically be great PR professionals, without any additional efforts or a training! They really think that the skills and personal contacts gained during their journalistic experience is all they need to be a good PR manager. But they have to understand that PR is far more that writing of press releases and having coffee with old friends and colleagues!

Connections with the journalists can be obtained during the work as a PR practitioner as well. The journalists were not born with their “connections” or journalists friends, but they have obtained them during their journalistic practice and career.

It is true that previous journalistic (and writing, in general) practice can be helpful in the improvement of writing technique, speed and style, but on the other hand, it is far from crucial element since the basics of journalistic writing can be learned in a minute (the pyramid scheme). Those who have more experience as TV journalists have other skills as good orator skills and a body language, also important for a PR professional, but mostly for a PR that works in a special area such as a spokesperson.

But PR takes more than good writing and communication skills… “You don’t earn your right to sit at the PR table just by being able to write well”, says Robert Moulthrop, Scudder & Clark Public Relations, New York.”I’ll admit you probably won’t be asked to pull up a chair without that skill. But keeping your seat requires more these days – a strategic contribution, big picture focus, broad-scale knowledge of the world within and outside your business, and the courage to be the reminding voice about ethical conduct, environmental impact, or the personal consequences of economic decisions.”

In my practice, I have met both PR practitioners with or without journalistic background, and I can freely admit that the longer experience in journalism they have, the harder they fit in the new Pr profession. In some cases, the long journalism career makes more damage that use in PR practice – their “journalistic matrix” is so deeply rooted that it is very hard to them to adjust to the needs of the new profession. The exceptions are very rear.

Maybe this will sound a bit brave, but I personally believe that a PR practitioner can be a better journalists, that vice versa. However, I know many journalists who became (or plan to become) PR pros, but I have never met a single PR who would want to become a journalist.

New Moment TV commercial wins Epica silver

I feel very proud that I am part of the most awarded agency in my country!

New Moment Macedonia has won silver on Epica Awards, for the TV commercial "Nuns", produced in 2007 for the client COSMOFON. More than 5.500 entries of 730 agencies, coming from 47 countries were competing for the prize this year.

This is the biggest international advertising award won by a Macedonian agency. For the agency, this is the 63rd international award, which makes New Moment the most awarded agency in Macedonia.

The Black Sheep - PR blog

Hi, guys! I just wanted to share here that recently I started another, local blog, hosted on a blog platform called The Black Sheep. My new blog is entitled Воглавно Јавно, which in English would mean something like Generally public. The blog is strictly professional, and it’s all about PR, advertising and communications industry. It came as a result of an old idea for a local blog made by a professional, by someone that works in the area. The blog is in Macedonian, so I will try to also write (or at least adapt) some of the posts here in English.

There are lots of PR professionals that are not willing to share their knowledge and experience publicly and free of charge. I personally believe that it is not only selfish, but also a non-sense, especially in this century when the knowledge is more accessible than ever! Hundreds and thousands of handbooks, text-books, expert and case studies, etc. today are only one click away!

Experience is something else – you really need to work in the area to gain experience. But for a PR beginner, reading Public Relations for Dummies is more than enough to enter the PR industry.

That is why I will try with this blog not to be selfish and to share as much as I can my knowledge and my experience I have gained (and I still gain) during my PR career. Maybe I won’t be always right. But that is why I expect comments and quality discussions on all my blogs, which I believe can lead only to promotion of our profession.