What Orwell Gets Right About Leaving Journalism for PR
The quote often attributed to George Orwell — “Journalism is printing what someone else does not want printed; everything else is public relations” — is at once misguided and insightful (and pretty funny). After all, it correctly suggests that journalism and PR are closely linked professions, albeit with (arguably) different motives and outcomes.
Rather than debate what Mr. Orwell gets wrong about PR — which would hardly seem fair, since he’s unable to defend his position — it’s worth noting what he gets right in suggesting the two professions are closely related. So related, in fact, that journalists often make the career shift to PR, as a way to find new opportunities and flex their communications muscles in a fresh field. That’s particularly true at SBS Comms, where many of us have backgrounds in the profession ranging from trade to mainstream publications, as well as broadcast, podcasts and radio. And we’re always on the lookout for journalists looking to make that transition.
With more reporters and editors considering the move in today’s media environment, we thought it would be helpful to offer tips and insight on the career change. Below, some of the former reporters, editors, broadcasters and producers at SBS Comms give their perspective on the skills that translate well between the two professions, and how to best leverage them in PR.
Caitlin Berger (former producer at CBS News Bay Area):
Learning a new language: Transitioning from the fast-paced world of TV news to the realm of public relations means more than just changing jobs – it's like stepping into a whole new language. In the newsroom, terms such as PKG, VOSOT, SOT, NATS and B-roll are part of your daily vocabulary, but outside of journalism, they might as well be a foreign tongue. As you move to PR, you'll find that while these abbreviations don't translate to the new world you enter, the skills and experiences behind them do. Learning the PR jargon may initially feel like a struggle, but you'll be surprised at how quickly you can grasp it and thrive in your new role.
Pivoting under pressure: As a former TV news producer, I learned how to master multitasking and adapt to breaking news at a moment's notice – often tossing out a rundown that took hours to craft to suddenly focus on a single story. This ability to prioritize and pivot quickly is a valuable asset in PR, where you'll often find yourself handling a number of tasks for various clients simultaneously. Whether it’s crafting press releases, cultivating media relationships, or strategizing communications plans, the knack for staying calm under pressure while creating compelling content remains essential.
Randall Woods (15+ years in journalism, including editor at Bloomberg News):
Eye for editing: There's a good reason why Ernest Hemingway said the Kansas City Star style guide offered the “best rules for the business of writing,” as journalism is all about expressing your thoughts clearly and succinctly – and in a way that’s punchy and impactful. Those skills work well in PR, where professionals have to help organizations cut through the noise and effectively express themselves and their narrative to a wide audience.
Sniffing out the story: Reporters have a nose for news, and in the communications world can help businesses tell their story in a way that’s compelling to journalists, policy makers, and other external audiences. They know how to identify the story in any interview or product launch, find the news hook, and insert narratives into broader trends or news cycles.
Changing perspectives: Transitioning from journalism to PR does have its challenges, as reporters and editors will have to write in a different voice and advocate on behalf of a business or spokesperson for the first time. But by leaning into their skills – and with the guidance of experienced PR professionals – they can succeed and excel.
Alex Modiano (early career at The Hollywood Reporter and The Advocate):
Never boring: My mentors during my early career in journalism warned me about the industry’s approaching challenges. I was worried whether my skills would translate to a new profession. I interacted with publicists on red carpets and over email, but I was worried about crossing over and thought it would not be as rewarding as journalism. But I’ve found PR to be just as exciting as journalism (if not more).
Consumers on the cutting edge (of info): Journalists consume information like it’s candy, which translates well into the dizzying world of PR. They are experts on a million things, and follow the pulse of information, always looking for what's next on the horizon.
Newsroom nuances: The fast-paced environment of journalism requires quick thinking, encyclopedic knowledge, and guts. While researching and writing stories gave me an advantage in PR, my biggest edge was my knowledge of how media works. Being in the trenches of journalism will no doubt set someone up to be an excellent publicist.
Jessie Foster (former producer, reporter, anchor at KTVZ NewsChannel 21 in Bend, OR)
Expecting the unexpected: Journalism demands quick thinking and adaptability. In my more than four years in local, broadcast journalism, I couldn’t tell you the amount of times I picked up my camera and headed out the door, only to come back having captured an unexpected narrative. My journalism background helps me think on my feet and realize the potential for stories and desired outcomes to change along the way.
Journalist empathy: In journalism, you foster compassion – you engage with an array of people, each with different backgrounds, hobbies, favorite football teams, likes, dislikes, you name it. Learning how to understand new perspectives equipped me with the tools to embrace the uniqueness of our humanity. PR is fast, with warring opinions from different company executives on how “their'' news should be reported, and it’s easy to forget that the everyday reporter or editor has a life too. It’s through our ability to be kind to one another that we can secure the best story for our clients.