The hiring of Sunday Times political editor Michael Prescott as
vice-chairman at Weber Shandwick Worldwide's London office is a major
coup. His appointment is the highest profile switch from journalism to
PR since former News of the World editor Phil Hall (briefly) joined Max
When calls are increasing for high-profile thought-leaders to act as
ambassadors for the PR profession, it is to be welcomed that a reporter
of such distinction should want to join the sector.
Without the influx of new blood, the industry would be too
And there is little to be gained from a sector that only feeds off
itself, in which staff only ever seem to come straight from university
or from other PR agencies.
It is no doubt beneficial to Weber Shandwick to present clients with
someone who was recently involved in editorial decision-making for the
biggest-selling quality Sunday newspaper. But the move also raises the
bar for other consultancies, and sets a benchmark for future hires.