Stephen Apreku, Communications Assistant at the International Water Management Institute in Ghana, writes about his experience transitioning from journalism to corporate communications and what he has learnt along the way.
“But you studied journalism, how did you end up here?” This is the question I often get asked whenever I share my academic background. My answer is simple: journalism is part of the broader field of mass communication, and the skills are transferable. Besides, I knew from my training days that life in the newsroom, with its pressure, late nights, and relentless deadlines, was not for me. So, I found myself in corporate communications, where the pressure is different but no less challenging.
Journalism vs. Public Relations: Obligations and Orientation
Britannica defines journalism as the collection, preparation, and distribution of news using various media, while Investopedia defines public relations (PR) as managing how information about an individual or organisation is shared with the public. At first glance, the two professions appear similar. Both rely on the principles of mass communication, and I once thought PR professionals could easily switch to journalism and vice versa.
But my experience has taught me that while both share common ground, they serve different obligations. Journalists are accountable to society; they tell stories as they are, even if unflattering. PR professionals, on the other hand, are accountable to organisations. Their duty is to curate messages that align with the brand’s mission and vision, ensuring that what reaches the public promotes rather than harms the brand.
The Role of Propaganda in PR
Employing propaganda techniques in media work is dicey. However, it is interesting to note PR’s embrace of propaganda techniques, particularly “glittering generalities”. These involve using flowery language to elevate simple actions or achievements. While propaganda is often seen negatively, in PR it is a tool that can position organisations, amplify beliefs, or promote social good, depending on how it is applied. In every PR message, there is an ideological slice: a deliberate framing to shape perception.
When Hard News Meets PR
Another fascinating contrast lies in how PR communicates its stories. Traditionally, soft news covers entertainment, arts, and lifestyle, while hard news deals with critical societal issues such as health, politics, and the economy. Yet in PR, almost everything is packaged as hard news. Corporate Social Responsibility (CSR) initiatives, like tree planting or blood donation drives, sharing chocolate on Valentine’s Day, or organising a health walk, are often reported in the structured hard news format, with leads, quotes, and timelines. This not only gives these activities visibility but also reinforces credibility for the organisation behind them.
Embracing New Media
Both professions acknowledge the transformative role of new media. The rise of digital platforms has created a fragmented but vast audience. Journalists use these platforms to break news instantly, while PR teams use them for campaigns, brand engagement, and reputation management. Both rely heavily on new media’s multimedia capacity to expand their reach.
The Tyranny of Deadlines
Another shared trait is the constant race against time. News must be timely to remain relevant, and PR campaigns must be delivered within tight schedules. I have observed how journalists rush to meet broadcast deadlines, just as PR teams scramble to align campaigns with organisational timelines. The pace may differ, but the urgency is the same.
Similarities and Shared Ground
Ultimately, both journalism and PR are mass communication professions. Journalism gives society a voice, proffers solutions, and holds power to account. PR tells the story of organisations, building relationships with stakeholders while also contributing to societal development through CSR initiatives. Both seek impact: one directly through storytelling, the other indirectly through advocacy and positioning.
Conclusion
My journey from journalism training into corporate communications has been eye-opening. I have come to appreciate that while the two fields overlap, their core duties differ significantly. Journalism focuses on serving society’s right to know, while PR focuses on shaping narratives that serve organisational interests. Yet both are vital pillars of communication in today’s world.
For young graduates like me, the lesson is clear: adaptability is key. Journalism skills can open doors beyond the newsroom, and PR skills can extend beyond brand management. At their best, both professions complement each other in the quest to inform, educate, and foster positive change. In the end, whether in the newsroom or in corporate offices, communication remains the heartbeat of society.
