Why storytelling is pulling journalists into PR
By Meena R. Prashant in Media News on Monday, 06th April 2026 at 8:19pm
The movement of journalists into public relations is not new, but it is becoming more visible and nuanced. While better pay and fewer deadlines have long been part of the conversation, many journalists today are drawn by something deeper: the chance to shape narratives and engage with storytelling differently in a rapidly evolving media landscape.
For Srishti Ghosh Shinde, PR, Communications and Public Affairs Lead at Tide India, the transition came after nearly a decade in journalism. Reflecting on her time in an English-language entertainment daily around 2016, she describes the shift as gradual rather than sudden. “It wasn’t a single moment, but a gradual realisation,” she says. “The nature of journalism was rapidly evolving, with speed becoming as critical as depth. It m...
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