Cases in Places

Filter Cases in Places By:

Making the Shift from Journalist to Public Relations

  • Strategy
  • Train + Mentor

Share This

Print Page

There is a tradition in developing countries to recruit communications or public relations staff among media journalists.   Here are the differences with staff that struggle to make this transition from journalist to public relations.

Media Journalist Public Relations Staff
Looks for news, controversy, competing views Promotes positive stories, one viewpoint
Locates for sources for and against the issue Provides positive spokespersons or beneficiaries
Takes quotes from sources or spokesmen without changing them Works with spokespersons or beneficiaries to craft their best quote
Looks to cover each story and move on to the next news Works continually to showcase the story in a new and fresh light
Spends significant time getting information, interviews, photos Provides information, interviews, photos
Sells newspapers and advertising Sells ideas, issues, or services in the organization’s or public interest