As if the PR recruitment crisis wasn't bad enough, with new media stealing all the top bods ... now the broadcast industry is getting in on the act.
Bran Robinson is happy in her role as a press officer at Chrysalis Radio.
But when one of the presenters at 100.7 Heart FM took a week's holiday last week, it didn't actually mean a lighter workload.
Robinson, instead, was seconded to the mic, filling in for 'Hellon Wheels', the breakfast show's travel and traffic reporter.
Diary spoke to Robinson at the beginning of her weeklong stint, when she was already 'completely knackered' from her early start.
She admits to a sleepless night before her first show. But once behind the microphone she says it felt completely natural. Co-host Daryl Denham has also been surprisingly supportive - considering Robinson has been known to get the DJs to dress up in cow costumes to promote the station.
Robinson says of presenting: 'There isn't that much difference to PR, which is different every day and involves constantly coming up with new ideas.'
And even though she says she loves doing what she does, should a great offer with 'loads of money' be forthcoming, Robinson admits the bright lights could tempt her away from the glamour of PR.