Career stories

Making the switch – from journalism to PR

by Bernadette Mooney

Growing up, Moira Stuart was somewhat of an idol of mine. I was fascinated by the news, which for a youngster was somewhat unusual. I would watch the evening news programme and then re-enact it to an audience of just two, my parents.

Fast forward a few years, I became the School Reporter for the Evening Star (now the Ipswich Star) and remember early work experience days of their old offices which were lively, animated places and I loved how they got to hear about stories first, before anyone else.

Knowing I wanted to work in journalism, in some form, steered my choices and while I was at university studying Sociology and Media Arts, I worked at BBC Suffolk. Firstly, volunteering and then as a broadcast assistant before picking up more production shifts over the months and years. It affirmed my desire that this was the industry for me.

Radio as a medium is very special, which in an age of streaming might seem old-fashioned but there is still something so personal and a connection unlike any other. During the pandemic more and more people listened to their local radio station, whether that was hyperlocal radio or the BBC to overcome a need for connection and community.

During my time at BBC Suffolk, I understood the importance of an ‘audience of one’, making sure there was a connection between the presenter and the listener.

Thanks to my experience at BBC Suffolk, and despite being the youngest applicant, I was able to secure a place on the over-subscribed postgraduate diploma for Broadcast Journalism at the London College of Communication. The nine-month course was a ‘straight in at the deep end’ experience where everyday we ran a mock newsroom and honed our craft with sessions in media law, vocal coaching, shorthand and hands-on experience in many different newsrooms.

Upon graduating I started working in local radio, including for the BBC and commercial stations both reading the news and being a field reporter. It was an experience I will always treasure, and I was very privileged. I covered the deployment of troops to Afghanistan with exclusive access to the parachute regiment in Colchester, a six-week murder trial concluding at the Old Bailey and reported from Heathrow airport after freezing fog delayed travellers for the Christmas getaway.

The stories of so many of those I was fortunate to interview have stayed with me today and I think that’s what I love about journalism, the storytelling. Being able to give someone a platform to share their story and to have their voice heard.

Using the very cliched-but-true transferable skills, I made the ‘switch’ from journalism to the world of PR.

This year, I will be marking 14 years working in Communications and PR. I’ve been fortunate to benefit from varied roles both in the charity and education sectors. Firstly, at the Wildlife Trust, then Macmillan Cancer Support, the University of Suffolk and for the past two years, PLMR Genesis.

Storytelling and considering that audience of one has remained at the heart of what I love about my role. It’s something I’ve taken into my work with many different clients at PLMR Genesis, whether that’s showcasing the fantastic work of social workers, helping a council recruit more carers or sharing the transformational change a further education course can do for a student.

If you’re looking for a role where no two days are the same, you get to work with incredibly talented people who genuinely love what they do, I can strongly suggest a career in PR.

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