Jul 08

Bottom rail on top now

It warms the heart of this public relations practitioner to read the June 23rd PR Week headline: ‘AnPr
unstable media landscape has journalists seeking PR positions.

Frank Washkuch’s article says that more and more journalists are leaving the newsroom to, gasp, go over to the dark side and become PR practitioners. Yes, Virginia, the handwriting is on the proverbial wall (or whiteboard, if you prefer) and the exodus has begun.

Over the years, many an erstwhile journalist has left his chosen profession to become a PR flack for the higher pay and better stability. But, says Washkuch, the recent across-the-board downsizing at all the major media outlets has turned the trickle into a torrent.

I think it’s great for the public relations profession. We benefit when we have more and more seasoned journalists to help noodle over client challenges. And, we really benefit from their built-in bullshit detectors. Journos know what constitutes a story and what doesn’t. Sadly, there are more than a few PR types who churn out ‘brochure speak" and have no nose for news.

So, give us your hungry, your poor, your huddled masses of journalists. We’ll take ’em. And, in the meantime, maybe some of you journalists should think twice about bashing public relations in your next column. The industry you skewer may one day be your own.