Today, business leaders are grappling with a rapidly evolving corporate communications landscape, mostly exhibited in the advancement of communication approaches and platforms. This has brought to the fore the crucial role of both journalists and public relations officers in shaping public perceptions and narratives.

On one hand, legacy media is being capsuled by these new technologies, edging out journalists in their tens while on the other hand, organizations are learning to adapt to a new virtual existence away from the brick-and-mortar offices creating new roles which can best be filled by media practitioners.

This has led to a debate that is rife in PR circles, with many communications practitioners opposed to the notion of journalists crossing over to public relations practice. While these two professions may seem divergent on the surface, a closer examination reveals a synergy that makes journalists well-suited for PR.

With their proficiency in research, storytelling finesse and ethical grounding, journalists possess a unique skill set that can make them successful in PR which enables them to make a seamless transition.

One principle of journalism gives prominence to one’s ability to have a nose for news. At the heart of journalism lies the ability to uncover facts, scavenge through uncoordinated information and data, and present a balanced story told in a language that is simple and easy to understand. These are skills that dovetail with PR.

Central to PR is building and maintaining positive relations between organizations and stakeholders. Journalists possess an inherent curiosity that drives them to unearth hidden truths and easily explain diverse viewpoints. This investigative nature equips them to understand a company’s mandate, strengths, and weaknesses, which they can use to develop narratives that resonate authentically with the company’s bifurcated stakeholder segments.

Journalists are natural storytellers. They have honed the innate capacity to craft compelling stories, engage readers and evoke emotions. Storytelling is a priceless asset that many in PR practice are struggling with. By leveraging their storytelling abilities, journalists can convey a brand’s messages in a way that captivates and leaves a lasting impression in the minds of the target stakeholders.

Storytelling is particularly valuable when dealing with crises or sensitive issues as is the case in managing both internal and external publics of an organisation. Journalists-turned-PR professionals can artfully communicate messages that assuage concerns, mitigate damage and maintain the trust of the public. This they can do by learning from their experiences with various publics while on the news beat.

A straight-jacket PR person on the other hand runs the risk of communicating elitist desktop messages, crafted in disregard of the specific needs and expectations of the target audiences. This is why – unfortunately – some people may dismiss communication from a company or individual as ‘mere PR’.

Journalists have been reported as the most trusted people by the public. This is mainly because they are bound by codes of conduct that prioritize accuracy, fairness and objectivity. These principles can be transferred to PR where building trust and credibility is paramount.

The adaptability of journalists is another reason why they excel as public relations officers. Journalists are accustomed to working under tight deadlines in high-pressure environments. These experiences equip them with the resilience needed to thrive in the fast-paced world of public relations. Whether it is responding swiftly to emerging issues or capitalizing on opportunities, journalists-turned-PR professionals can deftly handle the demands of the industry, ensuring organizations are agile and responsive.

With the likes of TikTok, Facebook reels, Twitter feeds, Threads, and endless YouTube videos, characterized by information overload and fragmented media landscapes, journalists’ skills in breaking down complex information into digestible content are invaluable. As PROs, scribes can transform intricate corporate messages and turn them into easily understandable bite-sized narratives and target them to the right audiences.  Moreover, their ability to identify and connect with relevant media outlets enhances the visibility of their organizations.

A blend of journalism and PR skills gives one a competitive edge in the marketing and communications industry. As widely emphasized by a cliché quote by Bill Gates on PR, all organizations need PR, and therefore the PR space is big enough to accommodate all.

One argument against a newsroom-to-PR switch is that journalists are not able to settle well in a formal PR setting. While this might be true, more emphasis should be put on the induction process. Like any other new employee, ex-journalists need to be taken through a rigorous onboarding process to help them align to the new roles.

—The writer is the Marketing and Corporate Communication Manager, KenGen PLC —[email protected]