Veteran BusinessWeek senior writer Steve Hamm will now be doing PR for a company he used to cover: IBM. Hamm announced today, via blog post and Twitter, that he’ll join IBM PR as a communications strategist and content creator.

Hamm’s blog post notes the realities behind the move:

I say goodbye to journalism reluctantly, but, the way I see it, journalism left me rather than the other way around. There isn’t much of a business model these days for the kind of serious, in-depth journalism that I practiced. Meanwhile, the communications revolution beckons.

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