THE common recruitment practice of Public Relations (PR) practitioners makes one wonder whether for one to be a PR practitioner one needs to be a journalist first or not.
Often times, it is someone who is or has been a journalist who is appointed to a PR position. Does this mean that one cannot be recruited in a PR position unless one is trained or has been practicing journalism?
Such a question brings to the fore the relationship between journalism and PR. To understand such a relationship read, among other books, Clear and Weideman (2007), ‘Dynamics of Public Relations and Journalism: A Practical Guide for Media Studies.’ In this book, Clear and Weideman, in simple; but highly professional manner, demonstrate similarities and differences between Journalism and PR.
What is critical in the similarities between the former and the latter are communications skills; especially in oral and writing communication skills. Interviewing and news writing skills are critical in both Journalism and in PR. It is from such a background that Cutlip et al (2000) in ‘Effective Public Relations’ state that a Public Relations Officer (PRO) is a communication technician.
As a communication technician, a PRO is also involved in writing news releases, editing house journals, writing speeches, features articles, reports, minutes, etc.
This is why some PR programmes which learning institutions such as University of Zambia (UNZA) under department of Adult Education and Extension Studies (DAEES) and also under ABMA, news and feature article writing and interviewing techniques are emphasised.
But this doesn’t necessarily mean that PR and Journalism are the same.
They are not the same!  As already alluded to, there are similarities and differences between the former and the latter.
While Journalism has more to do with collection and dissemination of information, PR is both a communication function of management as well as a management function. This implies that PR embraces both journalism (communication) and general management.
Practically in most developing countries, however, and in most cases, when a PR practitioner is being recruited, most recruitment officers  give priority to appointing a journalist to such a positions. This is because most organisations employ PR practitioners mostly and specifically for promoting effective media coverage for that organisation.
They think that if someone is already known to; and has good connections with the news media organisations and their respective news editors, it would be easier for such a PR practitioners to influence high media coverage for a concerned organisation.
In short, most top management officials in most developing countries; including Zambia think that the major function of a PR officer or manager is to promote effective media relations.
Such a perception of the role of a PR practitioner in an organisation highly influences such top management to confine the role of a PR person to media relations; and little or nothing to do with contributing to strategic planning and management of an organisation.
Contrary to such a perception that restricts the role of PROs merely to media relations, in addition to a PR practitioners being communication technicians and a communication facilitators, Cutlip et al (2000), ‘Effective Public Relations’ also state that PROs are also expert prescribers.
Such a point differentiates further how PR differs from journalism. Therefore, as explained in one of the previous articles under this column, as an expert prescriber, a PR practitioner is more than a journalist. This can be proved by many journalists who resign from journalism positions; and become PROs.
In this light,  one can argue that a PR practitioner is not only a journalist but is also a strategic manager in an organisation. This is so because while managing PR department and its functions, a PR practitioner, like a chief executive officer (CEO) of an organisation, also oversees how each department negatively or positively affects the success of the concerned organisation.   Such a function in PR is a strategic management role.
It is from such a background that in some organisations, a PR practitioner reports directly to the CEO. Most organisations have such a reporting arrangement basically because according to Christopher PA Komisarjesky, the president and CEO of Burson-Marsteller Worldwide in ‘The Art of Public Relations (2008) states that a CEO is a chief communication officer of that organisation.
This implies that in an organisation where a PR practitioner exist, such a PR officer deputises the functions of a CEO as far as promoting effective PR in that organisation is concerned. And which organisation doesn’t do any form of PR?
In Zambia, among others, Zambia National Broadcasting Corporation (ZNBC) and Lusaka Water and Sewerage Company (LWSCo) have such a reporting arrangements where ZNBC corporate Affairs Manager, Masuzyo Ndhlovu and Public Relations and Marketing Manager, Topsy Sikalinda reports directly to the respective CEO.
This is also the case with Roads Development Agency (RDA)  where Loyce Saili, as senior manager in charge of PR reports directly to the CEO of RDA.
In separate interviews, Mr Ndhlovu, Mr Sikalinda and Ms Saili confirmed to this writer that they report to the respective CEOs not as mere window dressing PR arrangement; but for strategic PR management purposes with stakeholders such as employees, clients, customers, government, legislators, investors, etc.
In short, these PR practitioners in their respective organisation not only play the communication technician’s and that of media relations’ functions but they also contribute to strategic management of their respective organisations.
Such a point makes one to ask: ‘Which field specifically should a PR practitioner be trained in? Is it journalism, PR or what?’ Or better still, should a PR practitioner be trained in Journalism first; then in PR or vice versa? Moreover, should a PR person also be trained in Business Administration related programmes? Or can one be trained in PR after obtaining some advanced qualifications in Business related programme?
The answer to all such questions is ‘yes’.
Such an answer is in tandem with what we discussed in one of the previous articles which was explaining about how a PR practitioner is an expert prescriber.
The stated article brought to light the point that PROs should strive to earn higher and better qualifications in business related programmes in addition to being trained in journalism or in PR; and while practicing the latter.
This also means that in large international organisations, one can also be trained in PR related field after being conferred with higher qualifications in Business related programmes such as Bachelor of Business Administration (BBA) or Master of Business Administration (MBA) or better qualifications than such for one to be highly effective in PR related functions.
Such a combination of the desired qualifications for one to be effective in PR related functions prove that PR practitioners do not only require journalistic skills but they also need to have  strategic business management related training, knowledge and skills.
This is why it has been argued that one should either be trained in journalism or PR; and then in business related fields at a higher level; or vice versa.
As it has already been alluded to, such arguments and suggestions reveal that it is an asset for a PR practitioner to be trained both in Journalism or in PR at a higher level; and then be trained in business related programme at also higher level; or vice versa.
With increasing high levels of competition and the pressing PR related issues on most organisations nowadays, such a combination of qualifications will soon be desirable, if not mandatory in appointing job applicants to PR positions.
Therefore, PR practitioners at every level shouldn’t remain as just journalists; but should arm themselves with relevant PR and business management knowledge and skills in order to compete favourably on an increasingly dynamic PR labour market. The author is a Media and PR Trainer and Consultant. For comments and ideas, contact:  Cell: 0967/0977 450151, E-mail:sycoraxtndhlovu@yahoo.co.uk