captproton saidHere's my problem. I have worked in broadcast news seemingly forever and my current employer isn't renewing my contract. For now, I am working month-to-month.
I have a few friends in PR who say someone like me with a broadcast background would be attractive to a PR firm. But that's not been my experience. When I apply for PR jobs, I routinely get rejected because I have "no agency experience." It seems like a Catch-22.
Does anyone understand the logic here, or have any advice?
I work in PR at a pretty large agency.
Broadcast people may not have the business management experience and marketing mind necessary to do the job. Sometimes they do, but frequently they are just good at writing copy and press releases and have trouble with big picture campaigns, consumer behavior analysis and long term strategy design.
I would hire someone with experience in Marketing before hiring a broadcast journalist. PR is about SO MUCH more these days than press releases and trying to get something in the news. Its about facilitating communication between a business and its customers through several channels and using everything possible to deliver a key messages to the targeted audience.
Is someone in broadcast journalism going to know how to form a message map based on an an analysis of industry competitors, statistical surveys of the targeted audience, know how to target an audience and even properly conduct a survey, know how to select and measure a businesses key performance indicators, know how to combine advertising, social media, internet and press correspondence into a unified communication that helps achieve a businesses goals and objectives?