There’s an interesting article in the latest PR Week about increasing numbers of journalists switching to PR as newspapers close up and down the country and they succumb to the temptation to earn much more money from leading agencies.

When I first made this transition, the comments from former colleagues did make me feel almost as if I had sold my soul. But I will always consider myself first and foremost as a journalist. I remember working in my newsroom and reading some poorly crafted press releases from PR agencies and throwing them straight in the bin; I’m sorry to say we didn’t think a great deal of PR folk then, but they have raised the bar since those days, though this is certainly one good reason for hiring journalists. When I write a press release, I am always thinking in terms of newspaper headlines, and I am selective on what I issue to the media as I have a trained antennae about what is newsworthy. As  a journalist, I also understand the importance of media deadlines and am always available out of office hours for calls.

I was lucky in the way that I became involved with PR. I had been working on a newspaper part-time after having two sons as I enjoyed spending time with them, and declined an offer to work longer hours, so I left. It wasn’t long afterwards that my first PR job fell into my lap when I was asked by the local authority if I would be interested in promoting recycling and assist them with seeking the views of residents for a future household waste management strategy in East Anglia. I readily agreed and found that the ideas I came up with – including obtaining the endorsement of actress Prunella Scales and two Environment Secretaries – were very successful. Journalists are used to working with celebrities and politicians, and we have the confidence to approach them if we feel it will be beneficial, so this is another advantage for hiring them.

I remember going for my interview with MEP Robert Sturdy’s to be his Press Officer and wanting so much to impress him. I took a bundle of my press releases from my environmental work and showed him the news cuttings and how my press releases had been used virtually word for word. I remember Robert telling me afterwards, “We had a shortlist of two before seeing you. I can now tell you there are three names on the shortlist.” I was thrilled.

I would strongly advise any journalist considering switching over to PR to take the CIPR postgraduate diploma in Public Relations which I did. It will open your eyes to the in-depth strategic skills which are needed and the importance of building relationships and trust; there is so much more to PR than writing press releases, and you will enjoy learning how to use your creativity in different ways. I also strongly recommend that you write a blog because it is a terrific way of keeping up your writing skills and attracting your own readers, as well as bringing new clients your way.

I still get a rush of adrenalin when my work goes particularly well – and that means pleasing the client beyond their expectations, it’s the same kind of swelling with pride you feel as a journalist when you get a front page splash with a byline, or a double page feature spread.  I am fortunate in that I always enjoy my work and have never felt compromised to promote a person or event which I did not 100% believe in.

That would be selling my soul.