WYSIWYG is an acronym for “what you see is what you get”… It’s an acronym most of us are familiar with as we grew up around the computers in our lives. A program that allows a computer user to obtain the same results in print what is being shown on screen, in simple terms. So, what is being visualised on the screen gets there as output. Well, that’s a very narrow, focussed, and specific context of what technology is delivering to us. Does it have a similar situation in the corporate communications practice too?
Do we plan, visualise, and expect certain results, and do they come out exactly, as desired or expected by us? Especially, how does the messaging in the editorial output correspond to the content that we had planned and disseminated? Did we see the story right while pitching or we were just pushing our agenda, without applying much thought to the editorial policies, practices, styles, expressions, and specific requirements? So, the question of whether we see the story as a journalist would see it, and if yes, you will get the desired output as you expected it.
No wonder, today’s corporate communications roles in companies and public relations consultancies attract a lot of journalists as a part of their employee pool. And this successfully fills in the gap between the editorial and public relations / corporate communications practices. Something that leads to ensuring the delivery of strong output on the PR campaigns planned by consultancy firms or clients.
A journalist, with domain expertise, would exhibit excellent knowledge and understanding about the business he might have covered for years. After joining a corporate communications team or being a part of any public relations firm, he could be among the most strategic resources for the company. Coming from a domain, he would not only possess comprehensive insights into his client or the company but also, he would also have a firm grip on the competing brands from the communications perspective. In his erstwhile role as a journalist, he’d have closely interacted with top-management of almost all leading competitors, and therefore he’d be in the best situation of having a bird’s eye view of the community’s corporate communication practices.
Almost all journalists have this uncanny ability to consume data and research material, something that makes them important long-term assets in the corporate communications roles or public relations firms. An ability to see the numbers, analyse & understand the quality of data, and its impact on communication, something that helps in seeing the story right. Besides, finding the right news angles and pegs that can be utilised in creating a story, their skills in crafting the story are always handy.
Playing with words and appropriately communicating the message in the story completes the art and science of communication for corporate communications, by having journalists as a part of the team as the writing comes naturally to them. When the messaging of any PR campaign is well thought out, articulated, detailed, and planned the outcomes are often in line with expectations, and the journalistic skills only amplify them.
Another significant role, journalists play in the corporate communications team, is their easy access to other journalists within the media fraternity. Having worked for years in media, they end up creating quasi-personal relationships with most of their professional colleagues. Something, always makes it easy for them to connect, share, pitch, and seek feedback most candidly and informally when it comes to the task of managing media relations. Getting in touch and seeking ideas, from their ex-colleagues isn’t always a difficult task for the ones in corporate communications teams and coming from a journalism background.
Companies and public relations consultancies have in recent decades given it a serious thought to engaging senior journalists to become a part of their corporate communications teams.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Praveen has been closely associated with many national and international events related to cinema for children, art and culture. He has a well-rounded experience that cuts across all key sectors of PR & Corporate Communications.
He started his career with URJA Communications, an advertising agency specialising in technology brands, where he was instrumental in developing the PR division. Post this, he had a stint with Horizons Porter Novelli, a global public relations consultancy. Thereafter, he was heading the IT & Telecom division at Clea PR, a leading Indian public relations and communications company followed by a fairly long stint with Omnicom Group agencies viz. TBWA\India and Brodeur India.
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