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.

BlogColleen Moretti