The Power of Storytelling: A Journey from Journalism to PR

Transitioning from a career in journalism to public relations (PR) has been a rewarding journey that, in many ways, feels like a natural progression. While the two fields have distinct differences, my background in journalism has been valuable in preparing me for the demands of PR. The writing skills I honed, the relationships I built, and the ability to work under pressure have all contributed to a smoother transition than I initially expected.

The Power of Strong Writing

At the core of both journalism and public relations is one key element: storytelling. As a journalist, I learned to craft compelling narratives quickly and concisely. Whether it was breaking news or a long-form feature, the ability to communicate clearly and effectively was crucial. In PR, this skill is equally important, though the focus shifts slightly. Now, my goal is to convey a message in a way that aligns with a client’s objectives, while still being engaging, timely, and appropriate for news coverage.

Journalism taught me to respect the facts, and that has stayed with me since entering the profession of PR. Ensuring accuracy and citing data and evidence, especially when representing a brand or client, is just as critical as it was when reporting for an audience. The difference? In PR, the challenge often lies in shaping a narrative that not only informs but also inspires action or changes perceptions.

Relationships Matter—Everywhere

As a journalist, building trusted relationships was key to success. Whether it was cultivating sources, working with editors, or collaborating with fellow reporters, connections mattered. Those same skills are critical in PR, but the relationships’ nature is slightly different. Now I’m still fostering relationships with other reporters, but in a different way, as well as clients and their spokespeople to ensure the message gets out with the support of respected resources and resonates with audiences.

Having been on the other side of the media equation, I understand the pressures journalists face. This insight helps me tailor my pitches in a way that respects their time and meets their needs, while also delivering value for my clients. It’s about knowing when a story is worth their attention—and how to present the idea in a way that grabs it.

Managing Multiple Priorities

One of the biggest differences between journalism and PR is the client-centric nature of public relations. In journalism, my primary focus was on the audience and the story itself. In PR, the client’s needs and objectives guide the narrative, and that requires balancing multiple interests—media, clients, and audiences—all at once.

Journalism taught me how to juggle tight deadlines, complex topics, and shifting priorities, which prepared me well for the fast-paced, multitasking environment of the public relations field. Whether it’s managing a crisis, launching a new campaign, or drafting a timely press release, that ability to adapt and prioritize has remained essential.

A New Lens on Storytelling

The transition from journalism to public relations offers a fresh perspective on how stories can shape perceptions—whether through a news article or a strategic campaign. While the two fields have their differences, the foundational skills of communication, integrity, and relationship-building remain essential. For anyone making this shift, the experience gained in journalism provides a truly strong, relevant foundation to navigate PR challenges, offering a new and creative way to help businesses and brands share their stories through earned media effectively.

We’re here to help.

The Violet PR team is made up of seasoned storytellers with a diverse set of career paths. If your economic development or real estate organization is looking to increase positive perceptions for your city, state, development, or organization, we are here to help. Reach us at hello@violetpr.com.

Bright Spots, Opportunities and Challenges for New Jersey’s Commercial Real Estate

With the seasons changing (perhaps one of my favorite times of year in New Jersey), there’s another aspect of this month that I always look forward to – new trends worth tracking, the end of the third quarter pushing us into the final stretch of the year and the release of market reports from nearly every major brokerage.

In general, I’m pretty bullish on New Jersey – after all, there’s a lot to love about the Garden State. But beyond our beautiful beaches, a plethora of diners and restaurants, and a wide variety of arts and entertainment just a short drive away, here are some real estate market bright spots, opportunities and roadblocks that caught my attention:

Office market showing encouraging signs

The office market has struggled to find its footing even several years now post-COVID, but in Q3 – a flurry of large deals is providing a glimmer of hope. According to CBRE’s Northern & Central New Jersey Q3 market report, Class A properties are continuing to outperform the rest – accounting for 91% of all leasing activity. It’s worth noting that these assets are appealing to tenants for a variety of factors including prime locations, amenities, vibrant environments and quality workspaces.

Colliers also noted that prominent headquarters relocations, including Samsung to Englewood Cliffs and Unilever to Hoboken, contributed to a stable third quarter.

The industrial market is still humming

Rising vacancy rates are coming with new construction delivery, but demand remains strong – according to a NAI James E. Hanson’s Q3 Industrial market report. This quarter tends to be the slowest part of the year, but year-over-year leasing activity was up this quarter as a result of several large deals.

One trend worth watching as we look ahead to the start of the new year will be the dockworkers strike, which is suspended until January 15, but could resume and bring major economic impacts to the industrial sector should it become prolonged.

Retailers are getting creative

Retail is another sector that was impacted greatly by the pandemic, but the economy and inflation are also factors that have influenced buyer preferences and spending. Experiential retail has continued to breathe life into brick-and-mortar, but in order to succeed – retailers are finding they need to be persistently creative. That’s exactly what’s happening with pop-up retailer Spirit Halloween stores.

Known as a superstore for Halloween decorations, costumes, props and accessories, Spirit is not getting into the Christmas spirit with the launch of Christmas stores in key markets. A flagship Spirit Christmas store in May’s Landing, New Jersey, will be the first to open on October 18 and will test a new model for this pop-up retailer. Only time will tell if this strategy will prove to be successful, but I’ll be happily watching to see if any of these will make their way up to North Jersey.

Market analysis key to CRE communications

What data are you tracking? And are there any trends in this quarter that you find exciting? Reach out to us at hello@violetpr.com to continue this discussion!

Lessons From the Top: Female Economic Development Leaders Share

Last month, I had the pleasure of moderating a panel of female economic development leaders at the International Economic Development Council (IEDC)’s annual conference in Denver. The session “Lessons from the Top” featured Danielle Casey, President & CEO, Albuquerque Regional Economic Alliance; Maureen Donohue Krass, President & CEO, Detroit Regional Partnership; Ashley Mays, Chief Real Estate and Marketing Officer, Newark Alliance; and Mary Ellen Wiederwohl, President & CEO, Accelerator for America.

Why Sponsor a Women’s Panel?

As a woman working in economic development for nearly 30 years, I’ve personally seen the profession shift from nearly all-male leadership to more of a balance. Yet, like many professions, the highest rungs continue to be hardest for women to climb.

As background, when I started my career in 1995 at the Kansas City Area Development Council (KCADC), women had only recently been “allowed” to wear pants in the office. Most of my female colleagues were secretaries, and the senior team was all male (the CEO referred to them as “a band of brothers”). My first year, my boss told me that I talked too loudly, was aggressive, and needed to learn my place – which, he explained, was at the bottom. However, he seemed pleased that I took charge of our annual meeting planning, set up frequent lunches with reporters, and volunteered to write and edit nearly everything that went out the door.

It was a confusing and challenging environment for an ambitious woman like me to navigate, and I sensed I was at a career disadvantage compared to my male counterparts. To overcome this, I worked more hours than my peers and earned a master’s degree after hours. I dressed “above my pay grade” in secondhand suits that my mom purchased for me from a stylish friend.

Eventually, I was promoted – and over time, taken more seriously. And KCADC has evolved significantly too – with powerful female executives in charge of investor relations, marketing communications, business development and more.

Challenges for Women Continue

Our panel of high-level female economic development leaders shared similar challenges, and generously offered advice for women seeking to grow their careers. The discussion was supported by statistics showing that though women have come a long way, we aren’t equal to men just yet.

According to an IEDC 2023 survey, the average male in economic development makes $113,000 annually, and the average woman makes $93,000 – meaning women make roughly 83 cents for every dollar a man makes in this field.

Another challenge women face is the “self-promotion gap.” This was characterized by a 2019 research study that found 69% of women would rather minimize their successes than tell people about them. In fact, nearly half of women would rather run errands in the rain or clean the bathroom than promote themselves at work. Women are socialized from an early age to be collaborative, so we need to be intentional about sharing our successes.

How Can Women Succeed Today?

The panelists were open about addressing ways to close the salary gap and become leaders in this field. Here are several important takeaways:

Embrace Your Leadership Style
Women often spend more time listening than speaking in meetings and tend to have a more collaborative leadership style – which has huge benefits. Panelists encouraged women to identify and lean into their individual strengths – whether it be in the areas of emotional intelligence, research and technology skills, or consensus building.

Create a List of Your Awards and Accomplishments
Yes, women have been socialized NOT to talk about themselves, but it’s critical that we create a list of our accomplishments and share it on LinkedIn, as well as on our professional bios and resumes. Know your numbers. For example, how many companies and jobs have you helped to create in your community? How many leads have you brought into your EDO? What awards or designations have you helped your region win? How much funding have you helped raise?

Cultivate Male Mentors
Panelists shared examples highlighting times when they weren’t taken as seriously as their male counterparts. Compounding the issue is the fact that economic development organizations continue to have male-dominated boards and site selection teams. To become more comfortable leading and partnering with men at all levels, panelists encouraged women to build a wide professional network and cultivate male mentors in addition to female advisors. These mentors can provide great insight into their own contract terms and negotiating styles and can help women land better deals for themselves.

Negotiate a Salary That Reflects Your Value
The panelists all experienced times when they’d been offered lower salaries than market rate. To address this, they emphasized the importance of doing extensive research when seeking job opportunities. Forge strong peer and recruiter relationships so you know what your role pays nationally and what perks can be negotiated. Do not accept the first offer you are given without first doing your homework.

While our profession has made positive strides since the mid-1990’s, many women still face a “glass ceiling” as they work their way to the top. I’m proud of the speakers’ candor and willingness to share their experiences and advice with the 100+ women who attended this valuable session!