How Journalism can also take you to Digital PR

Journalism is a creative career that arms the public with information, in a way that is truthful and transparent.

Digital PR refers to public relations. PR professionals are responsible for establishing a brands presence and reputation.. In a world where much content is now based online, digital PR specifically focuses on online publications.

There are many transferable skills that span across both career pathways.

Journalism and Digital PR

Both professions involve accurately and effectively communicating information. Whereas journalism does so on an objective basis, PR is done so on a more subjective basis.

Good copywriting skills are needed in both industries. Much of the day in both roles is spent writing and editing content.

Storytelling is also crucial to both roles, with both being required to use technical judgment to establish an angle that makes the audience care about the content produced.

Empathy is a soft skill needed by both professions. Whether that be empathy and understanding with the audience, or empathy with journalists and other professionals in the case of PR professionals.

Communication style and trust are also essential in both roles. Anything produced by either professional must be accurate, as well as coming with the assurance that they are a trustworthy and reliable source.

Training in Journalism

For those aspiring to, or already working in the field of journalism or digital PR, opportunities to expand on learning and knowledge should always be explored, to give professionals the competitive edge.

The National Council for the Training of Journalists accredits training opportunities in journalism that may also be beneficial for those working in the field of digital PR. Their accreditation is considered the gold standard benchmark in gaining core skills and knowledge, and now includes an increased level in learning surrounding journalism for the digital audience, in line with the evolution of technology.

For examples of NCTJ qualifications, see News Associates.

Training provides a quality assurance to prospective employers that you have the necessary skills to work in a fast-paced environment, with a sound knowledge of the media industry.