Learn to transition from journalism to strategic communications with effective strategies for career changers.

The metrics stuff is like Nielsens, but more annoying. Carefully inspect the sample size and protocol. If the whole company is working off of those metrics... "Don't Worry, Be Happy." In other words, to quote the late Jack Welch (with whom I once had a feud that started on the floor of the NYSE--it's a story that can only be told over drinks) "If it's inevitable, be FOR it." Welch meant, if it's going to happen anyway, just pretend you're happy about it.

Last updated on Jul 8, 2024

Here's how you can navigate the challenges of transitioning from journalism to strategic communications.

Transitioning from journalism to strategic communications can be a thrilling and rewarding career move. While both fields share common ground in storytelling and audience engagement, strategic communications require a broader skill set that includes understanding organizational goals, crafting messages that align with those goals, and measuring the impact of communication efforts. If you're a journalist looking to make this switch, you'll need to adapt your expertise to fit new objectives and learn to navigate the unique challenges of the strategic communications landscape. With a willingness to learn and an understanding of the core principles, you can successfully bridge the gap between journalism and strategic communications.

1 Assess Skills

As a journalist, you already possess a strong foundation in writing, research, and storytelling—essential skills in strategic communications. However, it's crucial to evaluate additional competencies you may need to develop. For instance, understanding how to align messaging with a company's brand strategy or learning to navigate internal communication channels can be quite different from traditional journalism. Start by identifying your transferable skills and then pinpoint areas for growth, such as crisis communication, digital content strategy, or data analytics.

Add your perspective

Grant Winter

Writer, Producer, Crisis Consultant
Report contribution
To paraphrase the late Doctor Spock, you already know more than you think you know. The major difference is learning to advocate for a "brand" and with the exception of "earned media" not regularly mentioning the competition. But as always, everything is "case dependent."

Like

2 Learn the Lingo

Every industry has its jargon, and strategic communications is no exception. Terms like 'stakeholder engagement', 'brand equity', and 'integrated marketing communications' will become part of your everyday vocabulary. Familiarize yourself with these terms and concepts to ensure you can communicate effectively with your new colleagues and clients. This knowledge will not only help you in your role but also demonstrate your commitment to the field.

Add your perspective

Grant Winter

Writer, Producer, Crisis Consultant
Report contribution
At first it sounds like you're listening to Charlie Brown's teachers, but eventually you'll be able to use "brand identity," "stakeholder engagement" and "consumer facing" vs. "internal comms" and C-Suite visibility.

Like

3 Build Networks

Networking is a powerful tool in any career transition. Begin by connecting with professionals in the strategic communications field. Attend industry events, join professional associations, and engage in relevant online communities. These connections can provide valuable insights into the industry, offer mentorship opportunities, and potentially lead to job openings. Remember, your journalistic skills in interviewing and relationship building are assets when networking.

Add your perspective

Grant Winter

Writer, Producer, Crisis Consultant
Report contribution
Attend every industry event you can and take all classes offered without blabbing about it to your co workers. (They may think the 'new hire' is out to undermine them... in newsroom terms, think, "rough shop."). Attend all company social functions, even if it means missing Jacob's T-Ball practice. (He'll have another one next week.). If you're married or in a good relationship, explain all of this beforehand so your partner doesn't suddenly think something is "going on"

Like

4 Master Strategy

Strategic thinking is a core component of your new role. Unlike journalism, where the focus is often on reporting events as they unfold, strategic communications involve planning and executing long-term strategies to achieve specific organizational goals. You'll need to understand how to set objectives, identify key messages, and select the right channels to reach your target audience effectively. Practice by analyzing successful campaigns and considering how strategy played a role in their outcomes.

Add your perspective

Grant Winter

Writer, Producer, Crisis Consultant
Report contribution
The writer of the question may not be familiar with how Network newsrooms work. One HUGE difference is much of "Corporate America" expects you to communicate in PowerPoint. I'm sometimes surprised the directions to the Gender Neutral Restrooms aren't presented in a PowerPoint. P.S. Wash your hands.

Like

5 Embrace Metrics

In strategic communications, success is measured by how well your message resonates with the audience and drives them to action. Unlike journalism, which often focuses on readership or viewership numbers, strategic communications require a deeper dive into metrics like engagement rates, conversion rates, and return on investment (ROI). Learning to track and interpret these metrics will be essential in demonstrating the value of your work and making informed decisions.

Add your perspective

Grant Winter

Writer, Producer, Crisis Consultant
Report contribution
The metrics stuff is like Nielsens, but more annoying. Carefully inspect the sample size and protocol. If the whole company is working off of those metrics... "Don't Worry, Be Happy." In other words, to quote the late Jack Welch (with whom I once had a feud that started on the floor of the NYSE--it's a story that can only be told over drinks) "If it's inevitable, be FOR it." Welch meant, if it's going to happen anyway, just pretend you're happy about it.

Like

6 Adapt Ethically

Journalists are bound by a code of ethics that emphasizes objectivity and truthfulness. In strategic communications, while honesty remains paramount, you'll also need to advocate for your organization's interests. Balancing these responsibilities requires a nuanced understanding of ethical communication. You must learn to navigate this new landscape without compromising your integrity, ensuring that your messages are both persuasive and principled.

Add your perspective

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Add your perspective

Jay Cadmus

Communications professional, least-selling author, U.S. Patent holder, world's okayest bass player. vegan free, non-NGO, carton neutral, pro transplant.
(edited)
Report contribution
The biggest mind-blower for me: The "approval cycle." When I was a reporter, I would write a story, send it to my editor who would either approve or modify it, and it was off to the printing press, landing on people's doorstep the next morning. When I moved to strategic communications, suddenly there were all kinds of people called "stakeholders" involved -- marketing, product development, manufacturing, finance, legal, HR, and of course my betters in corporate communications. Every one of them had to put their own little stamp on it ("Shouldn't we say 'for' instead of 'of?'", "Needs more adjectives! Add 'super-duper,'" etc. ad nauseam. It would take weeks and I was lucky if the final product looked anything like the original.

Like

Here's how you can navigate the challenges of transitioning from journalism to strategic communications.

1

2

3

4

5

6

7

1 Assess Skills

2 Learn the Lingo

3 Build Networks

4 Master Strategy

5 Embrace Metrics

6 Adapt Ethically

7 Here’s what else to consider

Strategic Communications

Rate this article

Thanks for your feedback

More articles on Strategic Communications

More relevant reading

Here's how you can navigate the challenges of transitioning from journalism to strategic communications.

1

2

3

4

5

6

7

1 Assess Skills

2 Learn the Lingo

3 Build Networks

4 Master Strategy

5 Embrace Metrics

6 Adapt Ethically

7 Here’s what else to consider

Strategic Communications

Rate this article

Thanks for your feedback

Explore Other Skills