Q: I am a reporter with eight years of on-air T.V. news experience in major markets such as Las Vegas and Memphis. I'm now looking to make a move into public relations...specifically entertainment public relations. I will be visiting San Francisco in a month. Do you have any advice on ways to break into the P.R. field there? Do you know of any companies in the area that I should start researching?"

A: Well, I don't, but independent communications consultant Jennifer Woodard does.

"My advice for a journalist looking to transition into PR would be to learn as much about the area of PR that they are interested in and network themselves into either a small boutique agency, a company's communications department, or begin themselves as freelance PR consultants. Huge agencies are probably out of the question.

In the case of larger PR agencies, I believe (though others may disagree) that one without direct Public Relations experience would have to start their career at a level at which they probably won't be interested in lowering themselves to, especially if they, like this gentleman, already have extensive experience in the field of journalism.

The case can be different in companies. I have, in the case of a colleague, seen a journalist from a top-tier pub network himself into the communications department of a very large international company. This person was well into his forties, and was hired at a manager level. Again, perhaps not the level this reporter is aspiring to. But, if you are willing to go this route, I recommend either the communications department of a small to mid-size company, a boutique agency, or the freelance route. Oh, and freelance is way more lucrative, if less consistent.

If this person is not already a member of PRSA, I would strongly recommend he join. Here in San Francisco, the local chapter has weekly networking events. They are mostly just mixers, but sometimes you'll find agency people looking for talent and he could get lucky. Plus, he'll meet other PR people. San Francisco, however, is not the capital of Entertainment PR. That would be LA, for obvious reasons.

I think the best advice is to be active in the local business community. Go to lots of events, meet a lot of people, and let them know that you are looking to make this transition and if they know anyone who's hiring, to send them your way. Some mainstays for me in terms of events: MediaBistro, MediaPost, PRSA, Craiglist, and local SBA (Small Business Administration). This last one holds lots of networking lunches and other events, and they have a calendar on their web site listing all the events.

Networking is the best tool, I believe, to find work. You never know where you'll meet your next client or your next boss. And even though it's hokey, if you expect someone to trust you to promote them or their business, you first have to show them you can promote yourself. So get out and promote!"

Got a question? Write me.