Journalists for PR boss? Don’t ask; it’s discrimination!
By Craig on Feb 17, 2010 in Journalism, Leadership, Public relations
In the process of putting together a post on why ex-journalists should not be ‘parachuted’ into the head of the organisational public relations function, I started a discussion in a few LinkedIn groups. The responses were mainly defensive in character and most could not tear themselves away from a seeming obsession with media relations.
In the main, the two-way symmetrical, relationship building and accommodation aspect of public relations was ignored. The broader strategic capability and multi-tactical design, management and implementation issues also took a very low profile.
But there were lots of smart, wise and insightful comments left as well, including those that didn’t address the core issue, for whatever reason, and took the discussions in a lateral direction. All good.
The main groups that hosted the discussions were Public Relations Professionals, Corporate Communication, PR Professionals and the Public Relations Institute of Australia. Below I have included a number of the more interesting (and/or humourous) quotes. I’ll post another collection next week.
Enjoy!
Journalists don’t do dialogic
“While a journalistic background can definitely be advantageous to the PR function (particularly for media relations), it does have it’s limitations.
“PR is a broad field that involves everything from issues management, crisis communication, media relations to community consultation. Each of these areas requires specific skills and knowledge, which ex-journalists may not have or even be aware of.
The other thing is that PR is intended to be a dialogue between an organisation & its publics/audiences. Having a strong news background may cause an ex-journo to focus too much on providing an information stream or selling in stories about an organisation, rather than actually communicating.
“Importantly part of the PR function should be about obtaining feedback from the public/stakeholders and using this information to make positive changes within an organisations – it’s not just about pushing a news agenda.
“This is not to say an ex-journo can’t be a great PR director, however they may have a limited idea about the potential of PR.”
PR Account Manager, Wordstorm
Research, behaviour changing and communication strategy
“Most journalists coming straight from the press are focused on one-way information transmission–that’s what they’ve done all their careers. They are all about the message for the message’s sake.
“Corporate communication requires at least three additional ways of looking at the job:
1. Actively researching and seeking out feedback from your stakeholder groups
2. Focusing on using communication to help facilitate the right behaviors from your stakeholder groups. Sometimes that means communicating less information, but the right information to get the job done.
3. Having a long-term, strategic perspective.”
Angela told an anecdote of an ex-journo who was promoted several times because of his ability to handle crises. “Now that he’s in the top role, he has restructured the communication function and eliminated all planning and research. As he said, ‘I’m good at handling crises. Why would I want to do anything to prevent crises?’ I think that captures it well!”
Owner, Sinickas Communications
Poor journos discriminated against – hold the headline!
“…any type of sweeping statement like this is doomed to failure and is a discrimination our profession can do without.
“Like anybody coming into our world from any profession, there are always going to be weaknesses that need to be addressed. In my view, it comes down to the values people bring to the work that they do. What are the values of people who are attracted to journalism? And how do they compare to the values of an organisation?
“In my experience, many ex-journalists initially have difficulty with concepts of supporting the corporate vision, reputation building and relationship management in a corporate sense. They can be focused on the now, as they were (often forced) as journalists. And many over-estimate the impact of a single media story and the media generally. But some I have worked with have been excellent at these skills.”
Geoff Barbaro
Leadership communications professional
Journalists defend themselves
“Well, I’ve always been amused to hear the pro-journalist argument emanating from…surprise, surprise!…ex-journalists. As someone who has straddled the fence at times (as both a writer and media relations guy), I must say that its a toss-up.
“I’ve seen former reporters and editors who’ve been sharp when it comes to story development but surprisingly lame when it comes to pitching those stories. I’ve also seen non-media folks with well-honed instincts for developing and placing stories but lacking in more general management and communication skills.”
Public interest communicator, advocate, and social entrepreneur
Journalists never succeed
“As a journalist by training and a PR guy by profession, I have never seen a journalist succeed on the corporate side. A PR professional is, at the core, an advocate. They find a way to tell their company or client’s story when there really isn’t one. They always look for ways to promote their client in a ways that will be accepted as news.
“A journalist is the opposite. He/she is a trained sceptic. Their skill is to poke holes. When one does that inside a corporation, it is not welcome. Yes, you need to bullet-proof messages or pitches with tough thinking. But if you are not perceived as trying to make the story work instead of pointing out how it won’t, you won’t be around long.”
Global Communication Lead, Cargill
Your comments on these perspectives are most welcome, but you might like to move over to the actual posts they informed (um, and posted…which is not yet), the first arguing why ex-journalists should not be ‘parachuted’ into the head of the organisational public relations function, whilst the second takes a slightly different view, focusing on why, indeed, ex-journos have the potential to make great PR bosses.
PS. I’d welcome you joining networks with me through my LinkedIn profile. Send me an invite!
Oh Craig you have stirred a hornet’s nest haven’t you?
I think it is totally dependent on the person. There are many great PR names out there who are ex journalists. That said, for a journalist to be parachuted into a senior comms role in an organisation is very 80s. It is a risky move given the myriad of skills required for communication professionals these days and for all the reasons so eloquently and passionately put in some of the preceding comments.
Craig Badings | Feb 18, 2010 | Reply
I have found the whole conversation not only interesting but also a good range of pros and cons of journalists in a PR role. There is defintely a sense that the cons outweigh the pros overall and I think it comes from a oversimplification of what a journalist really does for a living.
I started to write a comment here and elsewhere but in the end had so much I simply posted my own blog entry at http://www.genomealberta.ca/blogs/main_02241001.aspx
It was probably also a good idea I sat down and thought it through because as an ex-journalist I took issue with many of the comments and now as a PR person found some of the tone quite dismissive.
In a nutshell, a good, seasoned and successful journalist is all about the qualities that make for a good PR person. They have to know about audiences, respect them, know how to tell them a story, and how to have them asking for more.
If the journalist moves up in the ranks to a senior level he or she knows how to manage and develop a strategy because You can’t grow a readership or audience without one.
Journalists (the good ones) don’t closet themselve in a cubicle and tell the world what they think they should know, they figure out what matters to people and actually try to make a difference by laying out the facts for people to make decisions or expand their world view.
In the end I really like Craig Badings response that “it depends on the person”.
So let’s not generalize to the point where we have ‘journalists can’ or ‘journalists cannot’ do the job. It depends.
Mike
Mike Spear | Feb 25, 2010 | Reply
Many thanks for the input, Mike, and a really valuable post of your own that you have put up as well.
I think your definition of a ’strategy’ is different to what an holistic public relations/communication strategy is, but that might take some nutting out over a beer somewhere! Don’t forget, the main point I am making is that ex-journos should not be parachuted into the head of the PR function role. They don’t have the conceptual or practical training to do the job effectively.
Ex-journos can make great PR professionals! See a post going live in the next 24 hours pointing out some reasons why this is the case.
Craig | Feb 25, 2010 | Reply
I’ll probably still stick with “it depends”.
As a program manager for a major market station we had a complete plan in place to promote the station, reach an audience, plan events, tweak it along the way, use quarterly ratings as one measue of success, hold stakeholder meetings, plan promotional campaigns for the station and just about every other element you can think of when trying to do a bang-up PR job. All the tactics were there from print to radio to TV, live events, and partners to help us achieve our goals and it had to be done on time and on budget with a mix of in-house and out-sourced creative. Online content had to mesh with on-air, the brand had to be consistent, and our image as a journalist leader kept intact.
All it took was a Ouija Board, a pair of dice, some glue, paper, and a few crayons and I had a plan for the station.
And I would never dream of turning down a ohance to noodle around the results over a beer !
Mike
P.S. An Aussie woman just mopped up in women’s Olympic aerials. Who knew you could play so well on our snow !
Mike Spear | Feb 25, 2010 | Reply
Snow, surf, beer. Aussies do it all before breakfast.
Craig | Feb 25, 2010 | Reply