Could PRs become the next best journalists?

For years, the world of PR has played host to aliens from the other side of its universe as journo after journo made the move from Editor to “head of content” or similar.

And while historically there have been leaps in the opposite direction, it’s generally more like a step back to square one on the career snakes and ladders board.

But with news, content creation and scheduling such an integral part of the modern PR’s toolkit, will we start to see more equal career transitions? Are modern PR agencies now breeding the BBC News Editors of the future…?

Furthermore, having integrated the old journos, who are presumably passing on a lot of their knowledge to PRs beneath them, are things now turning full circle? Is there as much talent in journalistic areas within PR agencies now as there is at the publications?

I suspect we’ll see more and more as time goes on. Be interested to hear any examples of people making the switch to journalism at a higher level.

 

- Max Tatton-Brown

April 20th, 2011

  • http://www.facebook.com/RJBHurst Rob Hurst

    Besides the fact that PRs are paid to write positively about something, the major difference between PRs and journalists is an audience. If PR firms had a big audience, something which is increasingly happening on the social web then the gap between PRs and journos would shrink some. Although readers would have to realise that a PR stream will only be positive for a reason and take things at face value.