Journalism and PR are two co-dependent sciences, bound by similar experiences and skills, which are necessary for performing well in one as well as the other. Their connection and similarity is the reason for the existence of many individuals operating in both fields simultaneously or shifting from one to the other. Most of the “shifters” are journalists who trade in their career in journalism for one in PR. There are various reasons for the shift, however, they are mostly connected with bad conditions, which have been prevalent in the media for quite some time. Mass media are facing a decrease in circulation, workforce constriction, and ever-increasing pressure over their content. All of this is pushing individuals to explore other options in similar fields outside of journalism, like PR. Some journalists aren’t content with their schedule, others wish for more financial stability, others yet shift over because of new opportunities and a desire for new challenges. The similarities between journalism and PR allow for an easy transition between professions, which, in turn, makes it more appealing for journalists to think about shifting to PR. Thus, former journalists are occupying positions in PR, strongly aided by their experience and connections in the journalistic field.
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