Why Journalists Need PR People


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In these days of shrinking newsrooms, there is an increasing overlap between the worlds of PR and journalism. And old PR joke is reporters always hate PR professionals, until they need a job.

I have noticed that as journalism jobs are eroding, many reporters are turning to PR and public affairs positions with mixed results. There are so many unemployed PR practioners on the market, that there is fierce competition for these jobs. PR agencies are now looking for applicants who can do more than write well. They also have to be able to pitch, take pictures, do social media, and shoot and edit video. The video after the jump sums up my thoughts.

Manny Otiko, vice president of social and new media at Desmond & Louis, has worked in the public relations and journalism field for about 15 years as a journalist and a media relations specialist. His experience includes stints as a reporter at a daily newspaper, serving as a media relations specialist for a state agency and working for Southern California public relations agencies, Dameron Communications, Tobin and Associates and WunderMarx PR.

Manny has worked with clients in the public affairs, technology, education and economic development fields. He has secured coverage in publications such as The Los Angeles Times, USA Today, the Associated Press, the Wall Street Journal, CNN.com and Men’s Health.

Manny has been published in The Riverside Press Enterprise, The LA Sentinel, The LA Wave, The Washington Afro-Am, IE Weekly and Our Weekly. He is an active member of the Orange County chapter of PRSA, the National Association of Black Journalists and the Black Journalists’ Association of Southern California.

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