Next year marks 25 years in PR for me. I switched after writing about 2,500 newspaper stories from a whole bunch of different countries, and the transition was pretty bumpy, to put it kindly. I was naïve, arrogant, and full of attitudes that are best left in the newsroom. This series of posts – shared by one of our newest staffers (thanks, Justin) — reminded me about all the stupid mistakes I made, and what has become the core of my philosophy about this business.
The biggest lesson: It’s so much better to be on the inside.
Most reporters still believe that they are discovering the news, even creating it. That happens, once in a while (and lucky for all of us that there’s still editorial budget, for muckraking). But for most stories — the newsroom is the last stop. The PR and messaging meeting is the first.
So a near-lifetime into this gig, here’s my short-list of what it takes to be successful, whether or not you’re leaving a newsroom behind: