These people cross the floor clearly knowing that on the 'dark side' the aim is to insert advertising and advocacy material for their companies in the guise of news. It is mind bogging to try to understand why these people will betray the craft they loved so much and go to these 'sensitive' jobs. Speaking informally to some of these ex-journalists who turned to the world of PR and asking them why they make the switch from being the person asking the questions to the one who has to dodge the questions. The common explanation given for the migration is money. It is common knowledge that PR pays more than journalism. Then you may ask, how about the passion, making a difference and being part of the 'fourth estate'. Is the big salary enough reason to just leave this noble career to go the 'other' side? Most of these ex-journalists-cum-PR practitioners will tell you that passion can not pay your bills at the end of the month, they say 'reality' has got to them, that is why they crossed to the 'dark side'.
PR is growing and it looks more attractive than journalism. It comes with a big salary together with mouth-watering perks. PR practitioners sit on their companies' Board of Directors meetings and they have their own big offices. This is a more plum job compared to the journalist' small cubicles in the newsroom's open plan. There are more career opportunities in PR, contrary to journalism which has very thin ranks to move up the ladder. In PR there is less pressure unlike working on tight stressful deadlines that journalists undergo everyday.
