Full Frontal PR Report
Paul Patella

So you’re working for a broadcast, cable, or Internet media organization. You’ve been there a couple of years, and you’ve moved up a position or two. You’re thinking of changing careers and moving into public relations because you’re sick of the crazy hours, the frantic pace, not having holidays off, the endless stress, and the limited prospects for advancement.

So you then start searching on the array of Web sites dedicated to “your” career, and you keep seeing PR jobs popping up. You’re thinking to yourself, “Hey, I could do that!”

Not so fast. Before you barge into the boss’ office and give your two-weeks notice…there are some things you should consider. If you think the public relations world is going to be dazzled by your press credentials and waiting to welcome you with open arms, you’re in for a big—big!—surprise.

I came from financial news, in an editorial capacity, so trust me, I know. Here are some of the things you need to consider before making the transition from journalism into public relations:

The Daily Grind
If you’re the type who enjoys a challenge everyday and needs the stimulation of the unknown to inspire you to work, then get ready for a change. PR operates at a slower pace than media production. There is less screaming, less running, and less “excitement” in general. Television production or writing gives you a sense of closure at the end of the day, your show over or your article completed.

In PR, your duties can call for something that is due at the end of the day, or it can be something that you begin preparing months in advance. If you are only kept in check by the rigorous daily schedule of editorial production, PR might not be “your” career. You need to be organized and proactive, and you have to have excellent time-management skills.

The Ego Factor
Public relations is not necessarily a glamorous business. Your friends and family probably oooh and aaah like they are watching fireworks when you tell them you work for a particular network, newspaper, magazine, or news site. When you make the switch to the PR world, be prepared for a blank stare, or a half-hearted “Oh, what is that again?” Or the frequent reaction from MBAs who think they know everything: “Isn’t that just like an advertising agency?” The point being: don’t make the switch if your ego isn’t up to it.

The Almighty Client
In TV news success is measured by share, the archaic system that measures a comparatively small cross-section of the US TV-staring audience. In print and online media, consumption is more vaguely measured.

In PR, everyone from the executive to the lowliest junior account coordinator is subject to the judgment—and sometimes whim—of their clients. If the client is not happy, then you are not ever going to be happy.

Let’s put it in perspective: imagine viewers or readers calling you up and having you change the show or article because they decided it ought to go differently. Or better yet, imagine them having an ability to strut: “We don’t like what you’ve been writing; we’re going to go with someone else.” Imagine viewer opinion emails impacting everything you do…everyday.

Like in all service businesses, your client is the one paying your salary. Not some media conglomerate and not some corporate advertiser. If you do not provide the exact services that your client expects, or you fail to deliver on the promises that you’ve made, you will lose them. This could well result in your termination, and quickly.

Media Is Basically The Same As Media Relations, Right?
Wrong. Don’t let the “M” word fool you, my friend. Even if you have experience on the phone, you have to get used to being on the other side of the media world. You were once the person that was called by PR people with pitches and ideas galore. Now, you’re the one making the calls. Seems easy enough, right? Wrong again.

Media friends are not going to be all over you unless you are prepared with an angle that is interesting and relevant. If you’re sensitive about rejection and the paragraph your editor made you change, be prepared to develop a thicker skin on the quick! In PR, rejections happen all the time—only the persistent and the prepared survive.

There is also a whole new industry language—useful jargon and procedural descriptions—you have to learn, and you better know it because your company won’t have the resources to hold your hand for more than a split second. Anyone above absolute entry-level is expected to understand the meaning of and the acceptable industry format for news releases, pitch letters, and all those fabulous materials included in a press kit. If you do not have a firm grasp on these basics, do not expect to be considered for the “really cool” job you found on that career site. Employers want someone who can hit the ground in a heartbeat, and can begin to contribute in a matter of weeks—not months.

All That’s Cool, But What Should I Do Now?
Research, research, research. If you are serious about making the switch, consider your options:

First, and perhaps least financially desirable, is continued education. There are degrees out there that can better prepare you for a career in public relations. This specialist degree will not only give you many of the skills you need, but can also broaden your knowledge on how a business operates, and how the different aspects of the business relate to one another.

One avenue is to take a position that is below your experience level. It’s a buyer’s market for employers, so they reserve the right to be selective in whom they pick. If you take that more junior position, and make the most of it, you will not only gain valuable experience, you will afford yourself the opportunity to ultimately be qualified for that “really great” position you saw on those infamous postings.

You should consider pursuing PR positions with agencies that represent clients that are related to the media you once covered. For example, if you worked in entertainment news, your media skills will not translate well to an agency that deals with consumer goods. You have to make your media experience work for you.

Be sure to investigate independent agencies as well as the giants of PR. Smaller agencies are more likely to consider your work—and your life—experience and how it could help to serve their clients. They don’t have the luxury of having redundant staffing on accounts. You will be expected to jump right in, learn quickly, and take on mucho responsibility. That might be what you want.

With all that said, if you are still considering making the switch then you’ve been warned. And you probably have the perseverance the PR industry requires.

Jump in. I think the water’s fine!

Former reporter/producer Paul Patella is an Account Executive at RLM. He likes PR much better than working behind the scenes for media giants!