From our Readers: Politics and PR are now interchangeable

So another week and another top communications job to be filled at Number 10 with speechwriter Beth Russell heading out the door (News, 27 June).

Given the preoccupation with presentation in politics and the Prime Minister's reported obsession with the Tory Party's spin maestro Andy Coulson in particular, it will be interesting to see whether 'Team Brown' is beefed up with more senior journalists turned speechwriters or strategic advisers.

Journalists have long regarded PR as an attractive career move. In the past, this was often because of higher salaries but these days there are other factors at play.

The growing sophistication of the PR industry in the past decade and the increasing power of PR professionals who are well networked can make it a more exciting and rewarding area in which to work.

Given the widespread trend in newsrooms of having to generate more material with fewer journalists, Number 10's headhunters will find it easier than ever to hire the cream of the crop.

Richard Griffiths, head of strategic media, Ketchum

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