No, public relations is not actually the dark side. Yes, as a former reporter, I know public relations is jokingly called the dark side by those in the news industry. But the only thing “dark” about public relations is that sometimes I forget to turn on the office lights when I’m the first one in the office.
In fact, at their core, news and public relations operate harmoniously together. One needs the other to survive. Crossing the line from one side to the other might seem unfamiliar, intimidating and even scary, but it can happen seamlessly.
I transitioned from the news industry into public relations nearly six months ago. It was a tough decision to make. I was scared, anxious and yet determined.
The determination was fueled by exhaustion, pushing out a tremendous amount of content daily, bouncing from working a 9 a.m. to 5 p.m. and then a 3 a.m. to a 12 p.m. and having to bury trauma I saw on the job so I wouldn’t show emotion on TV. As I looked into public relations and what it entailed, the switch didn’t seem as though I was abandoning my passion that inspired me to study journalism in college. I wanted a change, but I wanted to keep telling stories.
I knew my experience as a reporter would be valuable. Public relations pros often pitch stories to the media, so who better to do it than someone who knows the mechanics of a newsroom and how reporters think?
I know a good story needs a timely news hook, data to back it up and people who are impacted and can be interviewed. Without these three key elements, reporters will pass up a pitch quicker than the time you spent sending the email or making the phone call. Reporters are also quick learners, accustomed to deadlines, self-starters, and they have great social skills.
Reporters and PR professionals are, at their core, storytellers. A reporter’s skills, experience and work ethic can lighten up the “dark side.” But PR tends to have better working hours.