Breaking the silos: Why every PR agency needs an ex-journo
Jasmin Hyde, founder of Hyde & Seek Communications, discusses why PR agencies can't afford to overlook ex-journalists in 2025.
The best PR professionals don’t just tell stories – they sense them. They spot narratives that slice through the noise, secure high-impact coverage, and reach audiences at the right time. And when it comes to crafting authentic content that gets attention, few bring more to the table than an ex-journalist.
As newsrooms shrink and traditional media landscapes evolve, the once-rigid line between journalism and PR has blurred. Increasingly, reporters are making the transition, not as a leap to the so-called “dark side,” but a natural evolution of their skills. Far from a career move to be frowned upon, it’s a strategic advantage.
Here’s why hiring ex-journos isn’t just a nice-to-have but an essential move for forward-thinking PR agencies.
They know what makes a strong pitch.
Ex-journalists have been on the receiving end of countless PR pitches… most of which get deleted. This insider perspective helps them craft pitches that stand out, land in the right inboxes, and actually get opened.
They’re natural storytellers.
Years of experience writing for specific audiences give ex-journos an instinctive understanding of how to frame narratives that captivate readers. Whether it’s a press release, thought leadership article, or brand story, they excel at creating content that grabs attention and holds it.
They simplify complexity.
Journalists thrive on making the complex accessible, which is an invaluable skill in PR. Whether it’s breaking down financial jargon, clarifying new tech features, or shaping policy advocacy content, ex-journos have a knack for transforming intricate ideas into compelling, digestible narratives.
They thrive under pressure.
Fast-paced newsrooms demand quick thinking, adaptability, and unwavering focus under tight deadlines. These qualities transfer seamlessly to PR, where the ability to juggle client demands, media opportunities, and tight turnarounds is vital.
They bring newsroom know-how.
Ex-journos understand how newsrooms work. They know what makes a story newsworthy, how editors think, and how to tailor pitches to the quirks of individual outlets. This perspective helps them navigate the evolving media landscape and build meaningful relationships with journalists.
Why This Matters Now
In 2025, the media ecosystem is shifting. Shrinking newsrooms and layoffs mean fewer journalists are covering more ground, making their time and attention scarcer than ever. Meanwhile, PR agencies are under growing pressure by clients to deliver measurable impact in an uncertain, results-driven economy.
This convergence has created a unique opportunity. Hiring ex-journos allows PR agencies to strengthen their relationships with the media, enhance their storytelling, and navigate industry changes with agility and precision.
Gone are the days when switching from journalism to PR meant “selling out”. Today, it’s about bringing journalistic rigour to an industry that thrives on clarity, creativity, and credibility.
As PR agencies must do more with fewer resources, ex-journos are the secret weapon to finding the story, telling it better, and making it count.
(And no, I’m not an ex-journalist. But I do think we can all learn from them.)
Jasmin Hyde is the founder of Hyde & Seek Communications
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