Five tips for journalists moving into PR

1. Think carefully about the sort of organisation you want to work for

The size and culture of the organisation, as much as the job itself, is crucial to whether you will enjoy a job in PR. Also think agency v in-house... agencies get to work with a wider range of clients, while in-house teams often get an insight into the pressures of the business as a whole and to see projects through from start to finish.

2. Leverage your skills

The PR industry is increasingly talking about ‘content’ as being an area where we can add value to clients. Organisations are looking to engage in conversations directly with stakeholders through stories and insights that appeal to their target audience. You can help provide this ‘authentic voice’. Also, your highly developed understanding of what is newsworthy, and thus shareable, is a key asset to producing good content.

3. Leverage your contacts

While social media may have grown rapidly in importance over the last five years, the traditional media is still as important as ever. These contacts will be of tremendous value when you come over to the PR side...

4. Think more commercially

The PR's aim is to get across messages that support their organisation's objectives. This subtle shift in mindset is crucial to making the leap. Don't forget your journalistic training and integrity but remember your job is to represent your employer's interests.

5. Get ready to juggle

The best laid plans... always plan and strategise but expect to have to be flexible. PRs still have to meet deadlines and juggle priorities.

Richard Ellis, communications director, PRCA