First on PRNewser: Veteran PRWeek Bay Area Bureau Chief Aarti Shah is leaving the publication to join the agency world. Shah confirmed the news to PRNewser this week. She covered technology, consumer issues, and marketing communications for PRWeek.

“I’ll be joining March Communications in April to do tech PR,” Shah told PRNewser via email. March is a five-year-old, Boston-based tech PR agency.

In terms of her years of journalism experience, Shah said, “I think knowing how to create content, identify strong story angles, ask good questions, and build relationships are key skills that will transfer to PR.”

Shah was one of PRWeek‘s star reporters for quite some time, routinely breaking stories on big account wins and other news in the Bay Area/tech PR industry.

We hear PRWeek is looking for a replacement.