As a journalism student working in marketing this past summer, I initially viewed them as two completely separate career paths. While they have individual goals and objectives for the most part, the core idea and approach have shocked me with how alike they really are. I believe the skills I developed studying journalism are actually the same ones required to become successful in marketing. Here’s a breakdown of the top five.
1. Understanding Your Audience
Understanding your audience is one of the first points they teach us as we begin writing journalistically. This means not only knowing who your audience is, but what they value and what matters to them. I found myself applying this same skill during my internship. As I learned more about customer insights, I began to better understand how knowing your audience made it easier to develop content that felt meaningful. Whether writing a news story or assisting in a campaign, knowing your audience is essential to effectively communicating your message.
2. Storytelling
Storytelling has proven to be the heart of both journalism and marketing. As journalists, we are taught to take information and facts and turn it into a story that captures an audience’s attention. In marketing, storytelling serves a similar purpose by allowing brands to connect with the audience on a more personal level. During my internship I learned that marketing isn’t just promoting a product or a service. It’s finding the story behind a brand and telling it in a way that their target audience can engage with. The ability to create a meaningful connection is a language spoken by both industries.
3. Research and Accuracy
Research and accuracy are essential to quality journalism and are just as important in marketing. Journalists are taught to research their topics and to verify information before it reaches their audience. Marketing also requires that attention to detail. During my internship I conducted competitive research, explored industry trends and gathered information to help in marketing strategies. While the research that goes into marketing might look different from a journalism story, they both require you to get every detail right.
4. Writing With Purpose
Every word you write matters, no matter the profession. I have, however, seen the importance of word choice and reason in marketing and journalism specifically. Whether the goal is to inform, explain, or bring attention to a current event or to write a blog post, email, or caption, every word should have meaning behind it.
5. Curiosity
The mindset of curiosity is what makes a good journalist. I have come to learn it makes a good marketer too. The more curious you are, the more you learn about your audience, ultimately leading to better communication with them- a desired outcome of both journalism and marketing.
Both Journalism and Marketing Offer Valuable Skill Experiences
My experience this past summer has shown me the value of bringing skills to the table that you may not think initially apply to marketing. The ability to understand an audience, tell meaningful stories, write with intention and stay curious has helped me become a more thoughtful marketer. As I continue to grow in my career, I know these skills will continue to shape my work and the way I communicate with my audience — whoever that may be!