There are times when even successful journalists look for a change and contemplate easing out on themselves by taking a break from the deadline-driven media. Journalists barely have a moment of rest-they lead an outright dynamic life fuelled mostly by worldly happenings and controversies. True, it has its own charm and challenges that are hard to be matched, yet there is everything but peace. In such a scenario, is it that convenient to leap into PR-a considerably cosy and static job, and manage to leave a mark without floundering?

While the work of a PR professional may seem like an easy laid job, they have their own share of some hidden worries. Fat pay packages and perks sure act as a trap collectively, too.

Ask the executive director of a public relations agency, and you would know why things are easily said than done. So while many PR agencies believe that writing a news story is easy, it may not always be easy to get a story written. Not many Public relations people understand the news value, but PR professionals with a journalist background can tell the difference between a quality news and an wobbly one. But then, how many journalists are audacious enough to make the transition?

There is always a limit to which PR professional can pester a journalist to do a specific story. PR is essentially an interface between companies and media, but when it meddles into the media functioning, things turn sour. But this is where a journalist turned PR might use their inherent skill to succeed. Who would know better than a journalist that what makes news? So a melange of your presentation skills and that eye for a scoop can take you places as a PR manager.  

Moreover, PR is all about building and maintaining relationships. The ability to foster cordial relationship is the key to being successful, particularly in this field. The most important quality that a PR professional must conquer is temperament. Journalists can manage to walk out of meetings and still kick off stories, but PRs must know how to maintain their cool in every situation.

A journalist turned PR may be sceptical about losing out on his ‘byline' prerogatives. After all, a good journalist produces a quality write-up by tapping sources and his skills. Many companies hereby are encouraging PR professionals to write columns so that they don't lose out on their primary skills- writing, says a student of Public Relations course.

The sphere of Public relations practitioners has come a long way-from being deemed and dubbed as mere fixers to carving a considerable space for itself in the media industry.