The Power of Journalism in PR

Storytime...

When it comes to PR, there is a huge misconception that it’s manipulative, spins the truth and creates false narratives for brands and companies. In 2019, 92% of people believed PR professionals hide the truth and lie to protect companies, according to journalist Arvind Hickman. When I first started college that year as a journalism major, I was a part of the 92%.  

However, it didn’t take me long to realize that this is not the case. PR is way more ethical and complex than just lying about the truth. In my first year of college, I got my first PR job as a writer and digital platforms assistant for my university’s office of marketing and communications. To my surprise, it was my journalism professor who was an executive for the university’s PR team and my boss.  

When I started, the work came very naturally to me as I found many similarities between journalism and PR writing, and saw how my journalism training applied to PR. As a digital platforms assistant, not only was I creating social media content and helping build the university website, but I was also writing press releases that promoted university events, students, alumni and assisted in crisis communications.  

So, what are the similarities I found between journalism and PR, and how do I combine the two?  

Seeking the Truth 

The biggest similarity I find that some people may not believe is both journalism and PR search for facts and tell the real story in an ethical manner. This comes hand in hand with the biggest difference between journalism and PR, which is the audience.  

Journalists share the news with a large, general audience while PR professionals share the news with more targeted audiences. PR agencies are also more selective with whose story they want to tell, while journalists report on broader stories.  

According to Senior Accountant at PAN Communications Jessica Knight, journalists follow the Society of Professional Journalists Code of Ethics, while public relations practitioners follow the Public Relations Society of America Code of Ethics. Both societies aim to seek the facts and report them accurately.  

‘Telling the Untold Story’ 

The current healthcare PR agency I work at, TogoRun, has a core value of “Telling the Untold Story.” As a former journalist, this motto hits home. It means they share the story few people know about or believe. This is done through deep research, interviewing, media monitoring, and reporting the facts. The agency brings awareness on healthcare news and promotes products that can provide a healthier world. This is done through sharing the facts to the public.  

The 5Ws and interviewing 

A critical part of sharing the truth is asking the 5W’s — Who, What, When, Where, Why and How. As a journalism major, these questions come second nature to me, which is important for telling anyone’s story. In PR, asking the 5Ws is done to ensure they share the most accurate information on an organization's behalf.  

Interviewing is also done in both journalism and PR. While working on a PR story or press release, I often interview the company or organization I’m writing about and ask them the 5Ws. I then fact check the information through various sources, just like a journalist would.

Pitching to Journalists and Media 

Having a journalism background is a huge benefit when working in PR not only for reporting, research and storytelling purposes, but also for pitching stories to journalists and media outlets. As a current PR associate, I reach out to journalists and media outlets who’d be interested in reporting on a specific story of company or organization for media coverage. To do this successfully, it’s helpful to understand the goals of a journalist, what their days look like and what stories would benefit them and their audience.  

According to BlueSky Education’s Kerry Ruffle and Stephanie Mullins-Wiles, journalists usually are not looking to build a story from one idea or source. Instead, they are looking to report on the broader story and create a discussion. By understanding where a journalist is coming from and what their goals are, it’s much easier to pitch and present ideas to them.  

Deadlines 

In journalism and PR, you must think quickly on your feet and work long hours to ensure your story is done on time. The news does not wait. Clients do not wait. When something needs to be done, it needs to be done accurately and punctually.  

Not Every Day is the Same 

Both professions require excellent time management, prioritization and quick-thinking skills. Just like in life, things pop up out of the blue, so it’s important to be prepared for the worst and give yourself time to manage it all. It's also crucial to think of solutions fast and prepare all materials quickly. The excitement in the PR world is just as exciting as the newsroom. Both require a passion for getting the accurate story out on time and working in a team.  

Wrapping it Up 

Applying journalism to PR is a huge advantage for the agency's, viewer’s and client’s sake. Both require accurate reporting and research as well as quick-thinking and media fluency. As I continue my PR journey, I carry my journalism skills with me and marry both mindsets together to provide the ultimate, accurate story.