What Happens When a Press Officer Becomes a Reporter?
Aaron Newbury spent years as a press office for the Conservative Party before making the switch to being a journalist
It’s quite common to find former journalists in the comms world. What’s much rarer is to find a comms pro who has made the switch to journalism… but that’s exactly what we have here today!
Meet Aaron Newbury! He’s a former press officer for the Conservative Party and now has the pleasure of spending his working hours sitting beside me in the Daily Express’s Parliamentary office where is he a reporter.
Aaron is one to watch. He’s fresh to the world of reporting (after six years in on the other side of the fence) but he’s taken to it like a duck to water. There is no doubt in my mind that his former job makes him an ever better journalist because he can spot spin a mile off.
So, having seen things from both sides…
Aaron, what are the biggest misconceptions each side has about the other? Press officers are naturally cautious when dealing with “hostile” outlets, namely those that didn’t endorse their team last election, and as such they tend to believe that journalists from those outlets always have an angle and are just trying to trip them up.
On the flip side, press officers are not always trying to be evasive or not answer the question. A lot of the time they might just not see the story in the same way a reporter does, or could simply not be aware of a change in position - of different data being out there that disproves what they’re saying.
If you had to go back to being a press officer with the experience you’ve now had as a reporter, what would you do differently? I’d go back with much more of an understanding of how online media works, and the importance of making people available to speak to the press more easily. Often you end up acting as a gatekeeper when you’re a press officer, and a lot of the time that gate stays closed. But it is often to the detriment of the person you’re working for.
How has your time in communications influenced the way you deal with PRs today? I think it’s fair to say I can sniff out when I am being spun a line - after all I used to do it. Newbies often make it very obvious, a literal change in their tone of voice, refusal to send things on WhatsApp or email (preferring a phone call).
Real pros find a way where their interests align with the story you are writing or a campaign your paper is running. They work with a reporter and are open about doing it, not trying to throw them off a scent, but offer them another one they can both run after.
Having seen both sides, do you think journalists and communications professionals understand each other well enough? No. Communications professionals are there to sell a product, protect a brand or advance a campaign. Journalists are there to find the truth and present it to their readers.
Anything else you’d like to add? Remember that journalists, and press officers at the end of the day, are just trying to do their jobs. That means remembering they are people as well! One of my favourite moments during my time as a press officer was when a team of journalists from the political lobby had to wake up at silly-o-clock to get a coach and head across the country with only one lonesome press officer (me) herding them in.
Nobody knew who they would be interviewing or where they were even going. So we found out their favourite snacks, and stuffed the coach with them. A small thing for sure, but one that made the early morning a little less of a chore. (Steph here, I’m pretty sure I was on board that battle bus journey and found a KitKat waiting for me. I’m also happy to confirm that to this day, it seems he still remembers several reporters’ favourite treats! Oh, and as for the politician…it was then Prime Minister Rishi Sunak we were off to see.)
Quick fire...
Inbox zero or 10,000 unread emails? Zero!
Three words that guarantee you’ll open a pitch? “Exclusive for your”
Three words that guarantee you’ll ignore a pitch? - “Have you seen?”
How many tabs do you have open right now? -12
Best place to contact you? - Email first (aaron.newbury@reachplc.com) and then WhatsApp.
Remember folks, keep this just between us! We’re off the record.
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This is so Intresting but which did you prefer