Breaking into PR: My journey from journalism to PR sorcery
I still remember my first press release.
Cue the music from the Hovis advert and Greg walking up a cobbled street to Ye Old Facsimile Pub.
Truth is, it was indeed via fax.
However, I hadn’t sent it. As a business journalist, I was the recipient.
I added it to the pile that read “I have no clue what they are on about here so I will call them if we’re stuck for stories on deadline” and carried on with my day – that is now more than 2 decades ago!
You see, I stumbled into PR much like discovering the last biscuit in the tin—unexpected yet utterly delightful.
My days as a business journalist armed me with the ability to spin a yarn and dodge corporate jargon, skills that seamlessly transitioned into the PR world so I was interested in the latest episode of the ‘Beyond the Noise’ Podcast which included a debate on the decline of PR undergrad courses in the UK.
It was led by Richard Bailey, who just stepped down as senior lecturer in PR at Leeds Beckett University, where he first started teaching in 2003. Bailey is also co-author of a new report by the PR Academy
Some blame it on hefty fees, alluring alternative careers and persistent industry misconceptions.
Yet, MA programs and journalism degrees remain robust, hinting at an industry shift towards valuing practical skills over formal qualifications.
I wonder…
Do clients care about qualifications (paper ones)?
For what it’s worth, I studied with the Chartered Institute of Marketing and have a degree in English but not in PR – my journalism background was my entry into the game.
In my experience, clients care more about results than the fancy paper on your wall. They’re interested in whether you can craft a killer PR strategy, secure that elusive media coverage, and deftly manage crises.
Real-world wins trump academic credentials every time.
Practical Skills Over Degrees – including a BS detector
Bailey’s observations resonate with my journey. Journalism sharpened my knack for engaging narratives, a healthy dose of skepticism (essentially a BS detector), and a rolodex of media contacts.
These are the lifeblood of PR—understanding what makes a story tick, tailoring messages that sing, and nurturing media relationships.
Having been on the receiving end of countless PR pitches, journalists possess a superpower: they know exactly what makes a story newsworthy. They can craft pitches that stand out in a crowded inbox and work magic under tight deadlines.
Their insider perspective makes them adept at not only securing media coverage but also
building rapport with their former colleagues.
I am proud that the PR industry is increasingly open to talent from diverse backgrounds, including journalism as that gave me my chance all those years ago..
As the ‘Beyond the Noise’ podcast underscores, the focus is shifting from degrees to practical prowess.
For aspiring PR pros, leverage your unique experiences, showcase your ability to deliver results, and you’ll be golden.
For more insights, catch the full podcast episode here
Greg