From Journalism to PR: The 'Other' Side of the Divide

Developing trends in journalism have included everything from new ways of news gathering to upgrading to digital news spreading. But beyond the 'traditional' ways of thinking about technological advances in journalism, there is yet another developing trend: journalists are now transitioning into the realm of Public Relations.

This is an interesting, and to some, quite a daring move for journalists who at one time thought of PR work to be 'less worthy' than that of reporting.

Investigative reporter Nick Davies, who is also the author of Flat Earth News, has been studying these recent changes since 2007. Many 'high profile' journalists have been on the move since then, including former BBC technology editor Darren Waters, who is now the managing director Monument PR Worldwide, and Rav Singh, who became the special projects consultant at The Outside Organization.

A career recruitment consultant even said the number of clients she receives who are journalists looking for a career in PR has gone up by '100 per cent, year on year'.

Why the shift?

It's pretty evident that journalism is changing a lot at the moment. Journalism's low pay and demanding working hours have been the cause for reporters to move toward PR. It can also be noted that the print-news industry in general has suffered from the decline in advertisements, increased competition from online sources, and the recession, resulting in reduced budgets for all.

In addition, the image of public relations has changed as well. Once frowned upon, PR has gone from being a bit of a 'second rate' reporting firm to a communications output machine with better pay.

All the more reason for PR firms to take journalists into employment with open arms.

Journalists have what's called 'news sense' -- meaning, they know what their audiences want and tailor their press releases accordingly. Jez Ashberry, a former editor and journalist, says that journalists often make the best PR professionals because of their ability to be resourceful, quick-witted, write well and know what is of interest.

Many firms and agencies are taking advantage of these skills by hiring experienced journalists to write and create compelling material in 'non-traditional' PR ways.

However, there is some danger: journalism is often times 'one dimensional'. Public relations, on the other hand, often requires a wider range of other skills that involve more than just writing.

Public relations agencies have taken it upon themselves to make transitional courses in 'journalism-to-PR' to help their employees make the transition with the hope of breaking some of the 'journalist mindset.'

This shift in professions has not only emphasized a growing trend, but also the wide range of possibilities available for aspiring journalists and communicators.

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iPad App to Capitalize on Newspaper Subscription Deficit

Can you think of the last time you actually opened up a newspaper to gather your daily information?

I remember in Junior High School having to read the newspaper for a class, and found it pretty boring. Not enough color. Less than adequate visual and pictorial stimulation. Dry news to a 13-year-old.

It's no secret that young adults, and even some middle aged adults, also find the newspaper to be deficient and obsolete as a method for gathering news about the world.

So what are people doing about it?

The larger newspapers around the country are realizing that subsidizing their output into online-only distribution methods may in fact be the best way of sustaining themselves. Why? Because the vast majority of the general public finds news online and sees no need to buy a physical newspaper. Why? Because who wants to wait for days when you can access to top stories of the day in seconds?

But condensing to online-only outlets isn't the only option. At least not to Apple.

With the introduction of the iPad in the last year, Apple has found another way to bring the world wide web to your finger tips. Functioning just like a bigger version of its sister products, the iPod touch and iPhone, the iPad allows for mobile creativity and networking like never before.

So how does the iPad have anything to do with the news?

For corporate or tech-savy people who like to be informed (or those who genuinely enjoy the news), Apple and the iPad are strategizing ways to overcome the newspaper subscription deficit by bringing news apps right to you. There are already apps out there for msnbc.com, The New York Times, The Wall Street Journal, and other new related sources for the iPhone and iPod touch. But what the iPad is rumored of intending to do, is let the newspapers themselves in on the deal.

Right now this is pure speculation, but the potential of putting this idea into the works could have a lot of positives.

Apple has already allowed for users to share their personal data/demographic information in functioning with certain apps, which can be very useful for publications looking to lure advertisers and customers. If newspapers and advertisers have a more select target market (i.e. iPad users) they may in fact be able to save face...and possibly gain some new customers in the process.

Problems with this idea would be that Apple could potentially take a hit from potential sales. According to Roger Fidler, digital publishing chief at the Donald W. Reynolds Journalism Institute, Apple could lose out on 30% of the subscriptions sold through the App Store, and another 40% on advertising from publishers' apps.

"Newspapers are wary of Apple becoming a middle-man," Fidler said. Publications preferred to offer the app as part of a subscription to their papers’ print versions. “Instead, they must use Apple as an intermediary with subscribers."

There are obviously a lot more kinks to work out with this proposed idea:

-Who is going to benefit more from this 'partnership'?

-Will this only fuel the monopoly that is Apple?

-Can Apple find a way to satisfy its audience while doing a the civic duty of saving the newspaper subscription plunge?

If there is something that can be taken away here, it's that people and places are recognizing the decline in print media and want to take steps to aid and adapt to the technological changes that accompany it.

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