Opinion: From our Readers ... and hacks need to be aware of full PR role

So, increasing numbers of journalists are planning an 'escape' into PR - the very industry of which so many are suspicious, or with which they maintain a running battle.

The same situation exists in training - large numbers of journalists believe they have the full training toolkit, without having experienced the other side of life. This often shows a lack of understanding of the full role PR professionals play in communications.

Of course, former media colleagues can have a lot to give. But in training, at least, we also need input from those who have successfully managed the media and can talk from personal experience and promote best practice.

David Bennett, partner, CrownMedia

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