Leaping careers in a single bound

Journalists who are tired of the Daily Planet grind are finding the world of PR strangely attractive. Mild mannered reporter Robert Gray investigates

Journalists who are tired of the Daily Planet grind are finding the

world of PR strangely attractive. Mild mannered reporter Robert Gray

investigates



Some journalists, although by no means all of them, are downright sniffy

about PR. To them it is both a source of stories and a source of

irritation. It is work some consider to be beneath them. And, what

really gets them, is that those doing it are often better paid than they

are.



Yet, despite the friction one often finds between those on opposite

sides in the communications game, there is still a steady stream of

journalists changing career direction and moving into PR. And with

employers complaining about the dearth of PR talent in the market place,

most are more than willing to recruit from the publishing world.



But what makes a journalist cross the divide? For many the motivating

factor has as much to do with a nagging dissatisfaction with journalism

as with a burning desire to become PR professionals.



‘I never seemed to have a enough time to get into the stories and do

them properly, and that annoyed me greatly,’ says Liza Helps, an account

manager at Camargue Communications and former feature writer on property

trade publication Estates Times.



For others, the disillusionment ran even deeper.



‘In PR you’re judged on your performance, in Fleet Street you’re not.

It’s medieval. People are appointed to jobs for all sorts of reasons,’

says Mick Smith, managing director of the corporate division of

financial PR specialist Ludgate and until last November business editor

of the Observer.



Another national newspaper journalist-turned-PR, who prefers to remain

anonymous, adds: ‘One has to see an element of frustration behind the

departures of some of the 30-year-olds from journalism. Once upon a time

there was a natural meritocracy in Fleet Street. Not any more.’



It would, however, be unjust to suggest that journalists only move into

PR to escape their old career. Many have sound, positive reasons for

changing.



One of the attractions of PR, whether it is a job in-house or at a

consultancy, is that it gives journalists the opportunity to get

involved in running a business. This by its very nature is strategic,

whereas news and even features are ephemeral: tomorrow’s chip wrapping,

bird cage lining, or wiped video/audio cassette. The chance to play a

part in longer-term planning exercises a strong appeal. Yet many

journalists move into PR with only a sketchy idea of what it’s all

about.



Day in and day out journalists are exposed to press releases, attend

launches and go to lunch with their PR contacts. But this is only one

facet of the business and it is a revelation to some journalists when

they discover there is a whole lot more to PR than the planning and

execution of media relations campaigns.



‘What I didn’t know was how much work goes into a good campaign,’ says

Alister Martin, a director at consultancy Quentin Bell Organisation and

a former news editor of Today. ‘Journalists only see the tip of the

iceberg.’



‘I like the fact that I’m no longer a voyeur,’ adds Helps. ‘You can’t

really change things as a journalist. And in PR you learn a lot more

about business, more than journalists ever do.’



The biggest readjustment that needs to be made is from free spirit to

someone who always has their client or employer’s interest at heart. Not

only does one need to be a good communicator but also a mixture of

diplomat and marketer.



‘You feel your way over the advisory role,’ says Melvyn Marckus who in

May left his position as City editor of the Times to become a senior

consultant at Luther Pendragon. Tom Bell, another former Times man and

now managing director of financial PR consultancy Cardew and Co, talks

of the pleasure of dealing with decision makers at large plcs who ‘by

and large are good to work for if you’re giving them good advice.’



There is also a need for a change in tone and attitude. Brian MacLaurin,

a former television journalist who now runs his own PR consultancy MCM,

remembers being able to be rude and abrasive as a journalist, whereas

now he is expected to be charming.



By more or less common consent, those who’ve made the cross-over miss

the adrenaline buzz of tight deadlines, seeing their bylines, breaking

exclusives and the access to influential people that their old media

jobs gave them. But the regret at leaving their old jobs behind is often

not that great.



‘In journalism you just get people moaning about their expenses all day

long,’ says Martin. ‘It doesn’t tempt me back I must say.’



Tom Curtin, head of corporate communications at radioactive waste

disposal body Nirex and a former journalist at, inter alia, the Swindon

Evening Advertiser, is similarly ill-disposed to turning back the clock.



‘I don’t know if I’d go back to journalism,’ he says. ‘PR offers

challenges that journalism doesn’t. It offers you the chance to do long-

term programmes and planning.



‘And you have to be much more accurate writing a press release than

reporting it. If a journalist gets it slightly wrong everyone shrugs

their shoulders and is forgiving. If I were to get a press release

slightly wrong everyone would jump up and down and say this is the

nuclear industry telling lies again.’



Many erstwhile journalists clearly find job satisfaction by moving into

public relations. But does that mean that journalists generally make

good PR practitioners?



Yes, says Barry Leggetter, managing director of PR consultancy

Fleishman-Hillard and a former hard news journalist of 12 years

standing. ‘I think ex-journalists can make excellent PR consultants.

Firstly because they understand what news is and how to present it, and

secondly because they are taught to develop an inquisitive mind.



‘I wish more talented journalists would come knocking. Client demand for

writing excellence won’t go away,’ says Leggetter.



Martin Loat, managing director of Propeller Marketing Communications,

takes the contrary view. Loat was media reporter on PR Week’s

advertising sister title Campaign but left in the late 1980s to set up

his own consultancy specialising in media clients.



‘The journalist turned PR is a bit of an old-fashioned concept,’ argues

Loat. ‘There are still a few who can do it. But there are very few I’d

dream of offering a job to. I don’t see many I’d want to let loose on my

clients. The days of just putting a journalist on your business have

gone. You need to be more of a marketer and good consultant.’



So it would seem that journalists can’t just expect to waltz into a job

in PR. Employers are looking for a whole lot more than a fat contacts

book and the ability to churn out news stories.



Still, as we have already seen, many journalists continue to make the

switch. And it is still far more common to move in that direction than

to move from PR into journalism. With a handful of exceptions, those

taking the latter path tend to be ex-journalists who have dabbled in PR

and found it not entirely to their liking.



A recent example of this is Jeff Randall, who moved from his post as

City editor of the Sunday Times to financial PR consultancy Financial

Dynamics only to return to the paper after less than a year. He is now

its sports editor.



‘I learnt to understand among other things how damaging the press can be

to certain companies, albeit sometimes accidentally,’ he says of his

days in consultancy. But Randall never really settled into his role as a

PR man and jumped at the chance to come back to journalism.



Simon Robinson is another newspaperman turned PR who has gone back to

his first love. However, unlike Randall his foray into the commercial

world lasted for years.



Robinson was the personal finance editor of the Sunday Express and a

City correspondent at the Daily Telegraph before becoming a founder

shareholder of the consultancy Ludgate and the head of its financial

services division.



About 18 months ago he started giving serious consideration to how he

could swap sides again and looked at the viability of raising money to

buy the Belfast Newsletter. In the end, Mirror Group Newspapers

purchased the title but having heard of Robinson’s interest asked him to

run their operation. So Robinson upped sticks from London and is now

managing director of Mirror Group Newspapers Ireland.



‘I continued to miss newspapers during my six or seven years as a PR

person,’ he says.



‘When you’re a journalist you walk into a room and you’re the most

important person there. When you’re a PR you walk into a room and you’re

the least important person in it.’



Robinson’s point illustrates the PR condition quite succinctly. It is a

backroom operation, and with one or two high profile exceptions its

practitioners are not perceived as important.



But perceptions aren’t always based on fact. Can anyone really claim

that those professionals who craft crisis management programmes, sweat

over integrating PR with other marketing communications tools and take

pains to achieve the right image or positioning for a client are

unimportant?



There will always be the occasional mistargeted press release that

journalists find irksome. But they should not dismiss the whole of PR on

the back of it.



Earnings: PR versus journalism



Often it is filthy lucre that entices journalists into PR and the most

tempting time for a journalist to cross over tends to be either in the

early stages of their career, or as established journalists when they

can command a tempting price tag.



While at top of the scale, editorial positions can net impressive gains

- a news editor of a national newspaper can earn between pounds 55,000

and pounds 65,000, and according to the National Union of Journalists,

an editor’s salary starts at around pounds 100,000 and can rise as high

as pounds 300,000 - the opportunities for advancement to such dizzy

heights are obviously limited. There is, after all, a far greater chance

of earning pounds 70,000 to pounds 200,000 as managing director of a

public relations consultancy than landing the editorship of the

Financial Times.



At entry level, journalism tends to be a labour of love. Many young

talents are willing to work for next to nothing just to gain a foothold

on the first rung of the career ladder. The National Union of

Journalists estimates the salary of a junior sub-editor at between

pounds 13,000 and pounds 20,000. A large proportion of junior reporters

also start out at the pounds 13,000 level. One journalist we spoke to,

who prefers to remain anonymous, even started out as editor of a monthly

trade magazine on pounds 13,000. By contrast the average salary that a

PR account executive can expect to net is pounds 16,162 rising to a

maximum of pounds 22,000.



As both professionals move up the scale, public relations salaries tend

to stay slightly ahead of their counterparts in journalism. The average

salary for an account manager is pounds 21,030 rising to a maximum of

pounds 28,000, an account director earns up to pounds 35,000 and a board

director between pounds 50,000 and pounds 100,000.



As a magazine sub-editor moves up the career ladder, he or she can

expect to earn between pounds 19,000 and pounds 26,500 as a senior-sub-

editor or a news editor, finally reaching the dizzy heights of editor on

a salary ranging from pounds 30,000 to pounds 100,000. National

newspaper wage packets, not surprisingly, tend to be rather heavier. A

junior reporter or sub-editor on the nationals can expect to earn

between pounds 27,500 and pounds 30,0000 rising to pounds 36,500 to

pounds 50,000 for a senior reporter/sub-editor.



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