Right now, PR has an unprecedented opportunity to hire a whole generation of promising new staffers: journalists.
The reason, of course, is that mainstream media outlets, facing growing economic pressures, keep shedding journalists - many of whom are now looking, as a logical next step, to switch to PR.
Whether PR departments and agencies should actually hire such journalists is another issue altogether. Just as surely as they bring unique advantages to the field, they can also find the adjustment difficult.
I ...