What can journalists learn from PR specialists?

As a former journalist, I must confess: I didn’t always appreciate the value of PR Specialists and communications advisors who flooded my inbox daily and occasionally called me. During interviews with businesspeople, association leaders and trade unions, I often wondered about the relevance of these albeit respectful and discreet PR professionals

I could attribute my ignorance to my remote professional experience, necessitated by the pandemic, or newsroom relocations, or the lack of resources that prevented senior journalists from mentoring newcomers. They were too busy meeting all the demands of their own jobs. However, this perspective is shared by many former journalists who, like me, have crossed over to the PR side and have since come to appreciate the symbiotic relationship between journalists and PR professionals.

While it’s true that PR Specialists need journalists to gain media exposure for their clients, journalists also stand to gain from cultivating respectful and mutually supportive relationships with communications advisors. PR professionals are more than just intermediaries between the media and organizations; they can be valuable allies in journalistic work. They can offer exclusive interviews and content, provide in-depth insights into the organizations they represent and share knowledge about their sectors. Building these relationships requires understanding and respecting each other’s methods and timelines.

Although the missions of a journalist and a PR Specialist are intrinsically different, much more unites us than sets us apart, particularly concerning how we operate. Both professions rely on staying current with news, strategic thinking, content development and maintaining ethical, integral and transparent practices. These principles guide our daily actions and influence the work that reaches the public through various media outlets.

In today’s fast-paced and fragmented world, it’s easy to become consumed by our daily tasks and obligations without questioning what surrounds us. However, empathy and respect for the work of others, especially those we interact with daily, distinguish competent professionals from those who transform their fields. Whether through an email, message, call, or coffee, these small acts of respect and collaboration make a significant difference.