Once a journalist, not always a journalist? Causes and consequences of job changes from journalism to public relations

Increasingly, journalists do not find permanent jobs and seek work in related fields, often in public relations. However, the two professions differ with regard to some of their normative functions: whereas journalists should report objectively and without bias, public relations practitioners are supposed to represent their clients’ particular interests. Hence, shifts from journalism to public relations have the potential for conflict. This study analyzes whether these shifts cause inter-role conflict and examines the reasons for the job changes. We conducted 17 qualitative semi-structured interviews with former journalists from Germany who have permanently transitioned into public relations. Our results show that the reasons for the job shifts can be categorized along two dimensions: (1) push versus pull factors (being pushed out of journalism because of poor working conditions versus being pulled into public relations jobs by attractive qualities of the work) and (2) hygiene versus motivational factors (extrinsic versus intrinsic rewards related to the job). Moreover, the study reveals that former journalists who now work in public relations struggle with inter-role conflict because they retain a journalistic self-concept that conflicts with specific norms in public relations. The participants, however, report a number of strategies to cope with these conflicts.