The North-South journalism and PR “disparity” is diminishing fast, says W Communications media consultant

By Jack Walker

Carl Stroud, who is also a former Sun and Daily Star contributor, believes that both the journalism and PR sectors will benefit immensely by tapping into the potential of the north of the UK, just as he did.

Stroud began his career in London as a contributor for various music magazines, including NME.

He then worked for the Daily Star as a music reporter, before moving to the Sun, where he spent eleven years, rising to the position of Senior Production Editor.

But five years ago, Stroud made the move north, to Manchester for family reasons.

He believes that technology has allowed journalists to be able to work across the country without having to be in a specific place at a specific time.

Stroud said: “For media and the comms world not to be so London-centric is a good thing.”

Stroud also believes Manchester will always play a significant part in the UK’s media sector thanks to MediaCity in Salford, which is home to both the BBC and ITV.

The ability to reach more people, both as subjects of stories and as viewers, is something that Stroud believes will an added benefit should companies choose to relocate north.

He said: “Having a few people with a bit more experience of what life is like for the 95% of people who don’t live in London is a good thing.”

But as a journalist with expertise in both print and digital media, Stroud firmly believes that the future is digital.

He said: “The internet is the thing that has killed newspapers. Is it the thing that saves newspapers? I don’t know.”

W Communications, where Stroud is now working as a media consultant, currently has offices in London and Newcastle, with plans to also open a third UK-based office in Manchester.

The company also has offices in Amsterdam, Singapore and Kuala Lumpur, highlighting the global nature of PR in today’s online world.

Stroud also offered some advice to budding journalists, particularly when trying to break into the hyper-competitive journalism industry.

He said: “It’s a combination of perseverance and applying yourself.

“I’d be emailing people my cuttings and get ignored and ignored.

“You have to be adaptable and always keep a couple of stories in your locker.”

What do you think?