Transitioning into a new work environment can be challenging – because you have to start from scratch and build trust/relationships with new colleagues, it required me to not only adapt to new workflows but also to develop a deeper understanding of different strategies and tools. But it’s also an exciting and rewarding part of personal and professional growth.

In fact, one of the most rewarding things for me since leaving the media industry to join Ruder Finn Atteline and immerse myself in PR has been the opportunity to broaden my skill set and take on new challenges. A major achievement for me has mastering the tools available in PR, especially in media monitoring and tracking coverage, which has been particularly rewarding when managing numerous clients’ press releases.

I have found the shift relatively smooth though, as the sectors share common ground. The media industry encompasses television, radio, newspapers, film, and music. Public relations consists of media relations, strategic planning, research, and branding. To be fair, there’s much more involved in both industries but I’m working on a word count here!

And while each field has its unique focus, they are intertwined in many ways, making the transition less daunting. In both fields, it’s all about understanding the audience and getting your message across in a way that connects. This focus on strategic communication made the shift feel more natural for me, as I was able to draw on skills, I already developed in the media world, like creativity and knowing what resonates with people. It helped me adjust to PR much faster.

One of the biggest changes I faced was shifting from a content-driven role to a more strategic, relationship-focused one. Coming from the media industry – where deadlines, story angles, and broadcasting content were always a priority –  my journey in PR has been more about creating long-term, mutually beneficial relationships with clients, media outlets, and the public.

Building my network in the PR world was also a significant learning curve. I had to reach out to new contacts, engage with professionals from different backgrounds, and learn how to leverage existing media relationships more collaboratively. I learned a lot from my team, especially about the value of patience and timing when it came to research, reports, and media monitoring. Their guidance helped me improve my approach and build a network that was both broad and meaningful. While the media industry taught me how to approach storytelling from a creative standpoint, PR required me to approach it with a strategic mindset—always keeping the brand’s reputation and long-term goals in mind.

For instance, when handling media relations, I kept a close eye on the client’s coverage, whether it was from press releases or organic mentions, to make sure it reflected their long-term goals and values. By tracking mentions, especially in top-tier publications, I could highlight positive stories and boost the client’s reputation. This approach helped build trust and solidify their position as a credible leader in the industry.

Another interesting aspect was learning how to measure success. In the media industry, success is often measured by ratings, audience reach, or ticket sales, whereas in PR, success is measured by the effectiveness of a campaign, media coverage, public sentiment, and ultimately, the impact on the brand’s reputation.

Looking back, this transition wasn’t just about changing jobs. It was about expanding my skill set and understanding of the communications world. My experience in the media industry gave me a strong foundation in storytelling and understanding the audience’s needs, while my PR journey has helped me refine those skills in a more strategic and impactful way.

I have also come to appreciate the collaborative nature of PR, where you work not just with the media but with clients, internal teams, and other stakeholders to ensure a unified, clear, and consistent message. It’s a team effort that involves many moving parts, which makes the work even more fulfilling. It’s a team effort that involves many moving parts—like gears in a clock, pieces of a puzzle, or ingredients in a recipe. Each part plays a crucial role, and together, they create something greater than the sum of its parts. It’s like a symphony where every instrument matters, or a perfectly brewed cup of coffee where every bean counts. When all the elements come together, the result is seamless and powerful, making the whole process feel effortless.

As I continue to grow in my PR career, I am thankful for the lessons I’ve learned along the way and the unique perspective my background in media has given me. I’m continuing to learn while managing this exciting wouldn’t trade it for anything.

Words By: Jannah Katrise Mateo, PR Account Support Executive at Ruder Finn Atteline