From the Newsroom to the Briefing Room: Why Journalists Make Exceptional PR Pros

By 829 Studios

There’s a quote often (and perhaps wrongly) attributed to George Orwell:

“Journalism is printing what someone else does not want printed; everything else is public relations.”

It’s a snappy line but it misses the mark. While it attempts to draw a line between two sides of the communications world, the reality is that journalism and PR are not opposites. They’re adjacent disciplines with shared skills, instincts, and pressures.

At 829 Studios, we’ve worked with some of the most talented communications professionals in the business, and many of them started in the newsroom. So when SBS Comms recently explored what makes journalists successful in PR, we were nodding along.

Whether you’re hiring, switching careers, or simply rethinking what it means to be a great communicator, here’s why former journalists make some of the strongest storytellers in brand strategy today.

They Know How to Find—and Frame—the Story

As former Bloomberg editor Randall Woods puts it, reporters have a “nose for news.” They’re trained to spot narratives, chase relevance, and frame information in a way that hooks audiences—skills that directly translate to brand storytelling.

Journalists know how to:

• Ask better questions during stakeholder interviews
• Identify what’s truly newsworthy in a product launch or campaign
• Build stories that align with current media cycles and public interest

In PR, that skill becomes a superpower.

They Thrive Under Pressure

Former local news anchor and reporter Jessie Foster and former CBS News producer Caitlin Berger both highlight the adaptability and speed required in journalism. When breaking news hits or interviews shift mid-shoot, journalists adjust in real time.

In the fast-moving world of brand PR, where clients pivot, crises emerge, and deadlines don’t wait, journalistic instincts are the definition of a value-add.

They Bring Empathy to the Table

Empathy may not be the first trait you associate with reporters, but it’s baked into the job. Journalists interview people from all walks of life, build relationships under pressure, and constantly interpret how stories impact communities.

That human touch becomes critical in PR, where messaging must resonate across stakeholder groups, and where collaboration with clients, execs, and media requires both sharp thinking and emotional intelligence.

They’re Curious by Nature and Obsessed with Context

Alex Modiano, who began her career at The Hollywood Reporter and The Advocate, notes that journalists “consume information like it’s candy.” They don’t just scan the news. They dig, contextualize, and synthesize at scale.

That habit of relentless curiosity sets journalists apart in PR, where understanding market trends, industry shifts, and audience expectations is the backbone of meaningful strategy.

They Know the Media (Because They Were the Media)

Perhaps the most obvious advantage is that former journalists know exactly how the newsroom works. They understand deadlines, editorial calendars, and what makes a pitch compelling.

This makes them ideal partners in media relations, earned coverage campaigns, and navigating the ever-changing media landscape with credibility and clarity.

From Bylines to Briefings: A Career Move That’s More Natural Than It Seems

Transitioning from journalism to PR isn’t without its challenges. Shifting from objective reporting to advocacy takes a mindset adjustment. But as the team at SBS Comms reminds us, the transition isn’t a leap, it’s a translation.

For agencies and brands looking to strengthen their comms bench, hiring former journalists isn’t just about adding writing talent. It’s about integrating:

• Strategic thinking
• Real-world newsroom perspective
• And a fearless, curious mindset that’s built to tell powerful stories.

Looking to evolve your brand storytelling, media strategy, or PR program? At 829 Studios, we bring together newsroom instincts and marketing precision to help brands stand out in all the right ways.

Let’s build a story worth telling.