Senior journalists jump ship for new careers in the PR industry

Matt Cartmell, prweek.com, 01 July 2009, 2:35pm

Increasing numbers of senior journalists are said to be planning an escape route into PR, but they are likely to find their options limited as agencies prioritise genuine industry experience.

Darren Waters: left BBC for Monument PR

Recruitment consultant boss Ros Kindersley of JFL said twice as many journalists were contacting her, despite there being half as many PR jobs.

And PHA senior consultant Phil Taylor, who joined the entertainment agency in May from an associate editorship at the News of the World, confirmed that myriad enquiries were being made.

‘There are a lot of journalists at newspapers who are working up a plan because they fear for their jobs. The newspaper industry is in a terrible state. This will go right to the very top,’ said Taylor.

He added that newspapers could no longer afford to pay the big salaries many editors expected to receive.

Taylor’s comments follow the news that BBC tech editor Darren Waters is to join Monument PR Worldwide as MD (prweek.com, 26 June).

However, the PR world is much less receptive to journalists than it was 18 months ago. JFL’s Kindersley said agencies were ‘not interested’ in people moving over from journalism. ‘People always go for the safe option in times like these,’ she added.

VMA Selection MD Claire Tuffin confirmed it was primarily journalists from the national press who were getting in contact, but suggested they may merely be looking to broaden their options.

She said: ‘A lot of people are chasing jobs wherever they might be. They’re thinking Where else might I naturally take my skills? rather than a specific move into PR.’

Tuffin added that the growing requirement for crisis communications skills could offer particular potential for defecting journalists.

All Comments

Peter Jacob - 01 July 2009

I would suggest this has been a trend for a long while, with \(no disrespect to Darren or Monument) higher profile defections going back over 10 years

John Porter - 01 July 2009

I knew it - I knew this was how you really felt about us poor, hardworking hacks. Oh, you'll phone us on press day soon enough when you want something, but as soon as times get tough, up goes the drawbridge. Well, I think you all know what you can do with your "I was just wondering if you received my release?" and your "would you be interested in interviewing my client?" from now on. At least we all know where we stand now. I'm not angry, just very, very hurt....

JULIAN BRAY - 01 July 2009

this is more a comment about the longings of PR Week hacks than simply hacks jumping ship the've been doing it since the 1960's so nothing new, move on.

The joke is the newby PR's will now realise how much detailed work - and long unpaid hours - do go into press invitations and events; such events routinely spiked or ignored. They will also find clients will want their pound of flesh and editorial routes that were wide open as a staff hack curiously are now either closed or just out of reach... welcome to the real world of PR - not so pretty now is it?

Neil Henderson - 02 July 2009

It's all about relationships. Darren obviously has excellent relationships with the BBC and in other areas of journalism. As broadcast is becoming more prominent on the agendas of clients then he'll be a huge asset to Monument.

After all hacks who talk to hacks know what they need and when they need it. PR people still need to learn about deadlines, when to call, when not to call, and ultimately what makes a good press release.