Standing in Solidarity with the Journalism Community

(buzzquote.com)

No one ever said being a communications professional is easy.

We deal with difficult people, fast-approaching deadlines, crashing computer programs, and much more. However, one thing we don’t consider to be a worry or fear on a daily basis is risking our lives for our job.

It has been two days since reporter Alison Parker and cameraman Adam Ward were brutally gunned down while filming a segment for their news station, WBDJ7, and regardless of what area of communications you study or work in, there is a deep sense of grief felt throughout our community.

It’s hard to imagine that working in our field puts us at risk of horrific events, but in today’s world, it is a harsh reality we need to face.

Journalists and reporters cover events in war-torn countries, dangerous communities, and crime scenes. Even though they are taught to stay out of the action, it is possible that their lives could be in danger on a daily basis.

As PR professionals, we often get frustrated with reporters and journalists who don’t follow up after we send them a press release or media alert.

However, it is important that as a profession, we take time to thank journalists for putting their lives on the line to inform the world about topics and events that we are too limited to witness ourselves. We need to realize that like us, journalists are busy, and oftentimes, it isn’t personal when we don’t get press coverage.

We also need to remember the great journalists we form professional friendships with while working in media relations, and consider ourselves lucky to have them on our side.

Our PR community is grieving alongside the journalism community, and we thank you for the risks you take to bring news to the millions of people worldwide.

New Perspectives: Why Every PR Professional Should Consider Applying For A Journalism Internship

For the past two summers, I have been interning at a suburban newspaper in my hometown.

As a public relations major, I am often asked why I continue to pursue internships in the journalism realm.

I always give the same, one-word answer: experience.

It is common for people to overlook how connected journalism and public relations are. There is a co-dependency between each field because professionals in both spheres rely on one another to do their jobs effectively.

 For example, a PR professional needs to pitch their client’s or company’s events or findings to media outlets for exposure, and journalists need to have contact with PR professionals so they are able to write important material for their publications.

Throughout my internship, I have had the opportunity to communicate with many PR professionals and get an inside look at what journalists expect from them.

I've been sent the good, the bad, and the ugly press releases and media alerts, and I've had many conversations with journalists about their pet-peeves regarding PR outreach.

I have also been able to network with the PR professionals I reach out to, and often times, I have made a connection with them regarding their PR background.

Now, as I pursue other PR opportunities, I will be able to look upon my experience and I will be able to tailor my press releases to the needs and preferences of journalists.

Also, having that insider perspective may be helpful in landing PR internship opportunities in the future.

Being able to say that I have explored various realms of media and communication shows that I have many abilities and levels of experience, which may be the factor that could put me ahead of other candidates in an interview setting.

Have you had an internship in a field that has helped you in your journey towards becoming a PR professional? If so, we would love to hear from you!

The New Kid

Being a journalism major, I’ve heard for years how closely journalism and public relations are related. This was one of the reasons why I decided to apply to be in PRowl this semester. It was something different. I wanted to see how close it really was to journalism. I wanted to see if some of the things I’d heard were true.

One major difference that I’ve noticed between public relations and journalism is the audience. Journalists are generally trained to appeal to a mass audience. In public relations, everything revolves around the client that you’re working with. One criticism of PR that I’ve found talking to some aspiring journalists is that they’re always trying to “spin a story.”  This semester, I’ve learned that is a misconception. As a public relations professional, it’s not about “spinning a story.” Rather, it’s about acting in the best interest of your client at all times. If your client is happy, then you’ve done a great job.

Another difference that I’ve noticed is that PR can be so specific at times. Your ideas, pitches, written work and presentations all depend on what the client wants. What the client wants can also change at any time. In that regard, it’s always great to be prepared with a variety of ideas. You never know when you have to pitch something new. That was tough for me to grasp at first.   But, after a few weeks, I caught on.

Even with the differences, the two go hand in hand. Both require great communication skills and some creativity. The ability to think on your feet is also a great asset.  At the end of the day, whether you are a journalist or PR person, we’re communicators. The ability to communicate a message clearly and effectively is a talent within itself. As a result, everyone needs us. Our methods of choice are just different.  The skills we’ve learned ultimately help us to create powerful messages. I’m so thankful to be a part of PRowl and can’t wait to see what next semester holds. 

This guest blog post was written by PRowl Staff Member Jasmine Barnes.

Help, My PR Class Is Closed!

In the past few years, Temple University has seen an increase in the number of strategic communication majors, which is great! However, it doesn't always seem so great when it's time to pick classes for the new semester. Several required courses often have a limited number of classes and most don't exceed 30 students. With such a small window for some of these courses, there may be times when you find yourself without your desired PR class for the semester. Instead of filling that space with a general education course, take something that can actually help you grow as a PR student. Just because it isn't in the strategic communication department doesn't mean that it can't help you grow as a communicator.

Graphic Design One skill that is great for PR professionals is the ability to design promotional materials themselves, as opposed to having it sent out. Learning the basics of graphic design can be very beneficial and put you a few steps ahead of other PR students. 

Journalism It's a fact that PR professionals have to be strong writers. Taking a journalism course not only helps you to strengthen those skills, but it also helps you to learn what types of stories and angles attract journalists. That can be helpful knowledge to have when pitching stories. 

Photography/Videography The more well-rounded you are, the better. Gaining basic experience and knowledge in these skills allows you to step in and offer a quick fix if needed. If you still have to outsource for photography or videography, you also know how to determine the quality of their work. 

Website Design Learning and practicing HTML and CSS will go a long way personally and professionally. Although it's an invaluable skill to have, many PR students don't possess it. This is another resume booster that will put you a step above the rest. 

PR professionals are all about productivity and efficiency. If we can tackle an assignment ourselves as opposed to outsourcing, we will. We are detail-oriented thinkers that want to ensure every element of a campaign or project is handled professionally. Learning other skills makes you more well-rounded and gives you the ability to see a project through from start to finish. 

What are some other skills or courses you think are important for PR students to have? We would love to know!

Public Relations vs. Journalism

Originally starting my college career as a journalism major, I have been asked countless times why I switched to public relations and how it differs from journalism. While there are similarities that require journalists and public relations professionals to coexist, there are a number of differences that need to be highlighted if a journalist was considering a switch in careers and vice versa. PRSA chair and CEO, Rosanna Fiske, has written an article explaining these differences and similarities and how it could affect professionals considering a position in the public relations field.

Below I have outlined 5 tips she gives on what to remember when working in public relations.

• Know your audience. Your audience can be any combination of client, employer and new audiences that can change almost daily. You need to be able to change direction at a moment's notice.


• Understand short and long-term business implications of your work. Every decision you make for your client impacts their business. Any mistake you make can cost your employer money, so think twice before making split-second decisions.


• Know, respect and appreciate PR's ethic code. Every professional needs to uphold these standards in order to be credible.


• Be an advocate. Promote others' work whether you are advocating on behalf of a client or employer.


• Focus on outcomes, not outputs. PR professionals can be judged on the business value of their work, so keep in mind the business's goals to help them succeed in the long run.

To read Rosanna's entire article, click here.

What Makes the Quintessential PR Pro?

What makes a public relations professional successful? Is it a strong academic background in public relations or former newsroom experience?

Many current PR professionals are former journalists that bring their past newsroom experience to their current jobs. The bachelor’s degree in public relations is relatively new, but the dramatic rise PR degree holders within the past 15 years prompts the question: who makes the better PR professional, journalists or graduates?

This very debate has been raging on ragan.com over the past week. On August 3, Debra Caruso wrote a post entitled, “What makes a good PR pro: A degree or a journalism background?” As a former journalist, she concluded that it is a journalism background that cultivates a nose for news, better writing and pitching skills and already-established media connections. She writes that she would even prefer to hire a former journalist than a PR graduate equipped with the aforementioned skills.

Andrew Graham struck back this week with his own post on ragan.com entitled, “News flash: Journalists don’t make better PR pros.” He argues that working in a newsroom is not the only way to hone one’s news judgment; PR pros need to be resourceful when pitching their client – a skill journalists may lack, and that PR and media relations are not synonyms – a fact that the previous author took for granted. Graham concedes that former journalists are an integral part of the PR profession but that their place is in content generation, not necessarily the strategy, messaging and measurement that typify most firms.

I agree with Graham that a journalism background does not mean a better PR professional. Former journalists definitely come equipped with invaluable writing skills and good news judgment, but PR graduates learn strategic thinking and planning in school. Ultimately, the quintessential PR professional will be able to write like a journalist and think like a degree holder.