Why Public Relations practitioners require journalistic skills

PR experts need the knowledge, skills, tact and judgement of journalists in helping an organisation communicate purposefully with their stakeholders. [iStockphoto]

A section of public relations practitioners thinks that journalists shouldn't venture into the Public Relations field. In her opinion in The Standard recently, Ms Abigael Jemutai stated, "A journalist is interested in conveying news while maintaining a critical distance from their subjects while a PR practitioner is interested in developing and maintaining relationships through strategic communication."

She is mistaken on two grounds. In the first place, journalists and PR experts rely on the decisions and actions of an organisation to work. The decisions and action form the raw material for the messaging.