Journalists often see only the press release part of PR. Although very important, this is today a small fraction of PR's spectrum of work. The core role of journalism is to entertain and inform through stories. Harvesting facts and opinions and expressing them clearly and concisely are useful skills in any walk of life. The key lesson for defecting journalists would be to remember they will be serving their clients first and the media second.
This will at times result in a conflict of interest. To be successful and remain in PR, the choice is clear who comes first.
Steve Ellis, founder, MediaAble Training