From From our bloggers - PRWeek's journalist and PRO job swap experiment

HOW I'VE MISSED MY DESK - Kate Magee, Deputy Features Editor, PRWeek, 9 July

My week as a PRO is over and I'm safely back on PRWeek turf. As a specialist marketing journalist, 'the dark side' did not provide any major surprises. But it has given me a greater appreciation of the work involved behind that one press release that lands in my inbox... Over the week I've tried my hand at media relations; pitching journalists, making the dreaded follow up calls, writing a press release and putting together pre-interview briefing documents for clients ...

While there were more similarities than I had perhaps expected, I still want my own name, not a client's, at the top of an article.

ONCE A FLACK ... Mat Gazeley, account executive, Bite Communications, 8 July

My final day at PRWeek is almost over and it has been a great eye-opening experience in all...

As for continuing my career in journalism, I think I will stick to life at Bite as a flack, but at least now I have more empathy for the journalists I am calling when selling-in my stories as I understand the hectic work they do. It has also been great to see journalists candidly talk about PROs and the stories they get sent. My advice to PROs out there is don't be lazy, personalise your emails and make sure the story or pitch is relevant, otherwise you are likely to be the talk off the office until lunch unless Kay Burley starts trending on Twitter.

Read a feature exploring Mat and Kate's experiences further in PRWeek's 30 July issue.

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