What’s it like moving from journalism into public relations?

In our special 75th-anniversary print edition of Influence magazine, we heard from comms professionals who’ve recently entered the industry about their experiences, hopes and aspirations. This month, we’re publishing longer interviews with our panel. Today, Daniela Loffreda takes the hot seat. Daniela was formerly a journalist for a regional news title and has recently moved into public relations as a PR and digital account executive with Eden PR. 

What do you love about the PR industry Daniela, and what needs to change?
I love developing relationships and trust with clients. Getting to know a business, who they are, what they do, and getting that across consistently in everything we put out for them. In my previous role as a journalist, we worked daily, covering a wide range of topics. PR has allowed me to develop a depth of understanding in specific industries and to really get to know clients, which I’ve particularly enjoyed.

As a former reporter, I would get a lot of releases from PRs that weren’t relevant to me or the publication, which can sometimes give PR a negative reputation with journalists. I would like to see PR firms ensure their media lists are up to date and they’ve done the relevant research on a publication before they pitch. Eden recruits individuals from journalism backgrounds, so we are very conscious of this. 

What’s been the biggest surprise about working in PR?
Other than getting to see the inner workings of an industry I only saw a small part of as a journalist, what’s surprised me has been how PR professionals don’t just have to know everything about communications and the media, but they also need to be experts in their client’s sectors too. In PR, you are the middle person; you need patience and to be able to read a room and situation well – similar to journalism but even more so! 

As we the CIPR enters looks towards the next 25 years and its centenary, what do you want from the PR industry?
I want the industry to continue to grow, to attract and retain talent. In the next 25 years, I’ll be interested to see how PR develops, partly in response to how the media landscape changes. I’d love to see the industry continue to capitalise on new technological developments, and I’d love to see more collaboration between PR professionals and journalists, as I believe this can benefit both sides.

I think lots of people wanting a career in PR are surprised by the number of opportunities outside of London. The East Midlands is a great place for young PR professionals, as there are lots of agencies with different specialisms and expertise and I hope this will continue in the future. 

What do you think employers need to do to attract and retain PRs entering the profession?
Offer stable employment along with opportunities to advance within the company such as CIPR’s accreditation and training programmes, increasing training budgets, or regular 1-2-1s to evaluate progress. When workers can’t see a future for themselves at an organisation, they’ll likely move on. Industry-wide, we’ve seen the younger generations more prone to move jobs, so ensuring they have the opportunities and flexibility to develop their careers will contribute to better retention.

There’s a school of thought that younger people love using screens, but how do you feel about remote working? Would you prefer to be office-based full-time?
I spent the first two years of my career as a journalist working remotely full-time. I’m now a hybrid worker, working three days in the office and two at home. I think three or four days in the office is the perfect blend. Working in an office means employees learn faster; they watch how more experienced colleagues handle clients and journalists, and it’s an integral part of the learning process. While WFH may be more productive for writing, you don’t get to bounce creative ideas off people efficiently when you work remotely.

Do you feel you spend more time networking and meeting clients virtually than more experienced PRs who talk about life before Covid?
I’ve only been in the industry for a short while, so this question is difficult. But so far, I think I’ve had a good blend of both. Meeting clients virtually is great for ease, but nothing beats meeting face-to-face. At Eden, we’re encouraged to meet clients when it works for everyone because we acknowledge how important it is for relationship building.

How are you using technology in your job?
Using different software applications, such as time management tools, software for monitoring and scheduling content and organising media lists, among others. There is always something to learn. It will be interesting to see how the industry adopts AI over the next few years, too.

Daniela Loffreda is a PR and digital account executive at Eden, a Nottingham based PR company, specialising in public relations and marketing communications for clients across the UK.