Edelman hunts for journalist to join agency as content trend creates need to ‘hire differently’


Edelman is the latest PR agency to eye up journalist talent, with the agency looking to recruit a professional journalist/editorial specialist who will help clients get cut-through in a content-dominated market.

It’s not the first agency to target journalists, with M&C Partners boasting a large number of former journalists including Asher Moses and Ben Grubb, while Allira Carroll’s Tonic PR wanted to recruit journalists as clients as a PR agency with writing and story-telling skills in-house.

Lynnette Edmonds, Edelman’s talent director, told Mumbrella the rise of content creation in PR agencies is leading to a need to have a more diverse team.


Edmonds: “Ensuring a story gets cut-through means we need deeper specialist skills”

“Storytelling has always been at the heart of PR agencies and people with journalism training and experience have always been appealing. But now with content creation taking a greater lead, there is the need to hire differently,” Edmonds said.

“The growing requirement for a strong commentary across various landscapes and the experience inr making content more relevant to readers in digital media has encouraged this shift.”

According to the job ad on LinkedIn, Edelman is looking for an “experienced financial journalist and/or editor”, with the role suited to “someone with a reputation for developing strong commentary on Australia’s corporate and financial landscape, as well as experience in making this content relevant to readers across the move from traditional to digital media”.

“You will provide strategic counsel to senior clients, helping them to earn the attention of their audiences through meaningful story-telling,” the job ad reads.

Edmonds said the decision to employ journalists stems from the need to ensure story cut-through.

“Writing skills, interviewing, editing, researching, storytelling, crafting a message – these have always been essentials in a PR practitioner’s tool kit but with increasing need to ensure story cut-through among the deluge of content available, means that we need deeper specialist skills.”

According to Edmonds, editorial skills are considered “gold” at communications agencies.

“It’s in a journalist’s DNA to identify a story angle, tailor that within the greater media and news landscape, understand the need of readers and craft an impactful and compelling story that still communicates client propositions,” she said.

“Couple this with the ability to work fast and to meet tight deadlines. This combination of skills is still gold in a communications agency.”

Edmonds said PR agencies need to start to diversify their talent.

“The world is changing faster than ever and we have to change with it,” she said.

“Edelman’s approach to this is communications marketing – putting earned story-telling firmly at the centre of the full marketing mix. That means our talent needs have changed considerably and diversification, including more specialist roles, is critical to our business model.”


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