In an increasingly content-driven market, PR agencies are turning towards journalistic talent to get an edge over competitors. Edelman is the latest PR agency to employ this mentality, with the agency looking to recruit a professional journalist or editorial specialist.
The agency is searching for an experienced financial journalist and/or editor in a position that will integrate strategy and content creation. The company is following in the steps of Media & Capital Partners and Tonic PR who have both turned towards recruitment of former journalists to boost content creation abilities.
Edelman’s talent director Lynnette Edmonds told Mumbrella employing journalists is a great way for PR agencies to expand their skill set and increase team diversity. “Storytelling has always been at the heart of PR agencies, and people with journalism training and experience have always been appealing,” she says.
“But now with content creation taking a greater lead, there is the need to hire differently. The growing requirement for a strong commentary across various landscapes and the experience in making content more relevant to readers in digital media has encouraged this shift.”
Edmonds insists editorial ability is “gold” for communications agencies, claiming journalists have an understanding of what both the clients and readers will want to read. “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.”
In Edmonds’ opinion, welcoming journalists into the office welcomes “deeper specialist skills” when it comes to communication.
