Former press secretary regrets not building relationships

Mark Schoeff Jr., president of the world’s leading professional organization for journalists, wishes he had spent more time getting to know reporters when he was a press secretary. In an exclusive interview, Schoeff said, “If I had it to do over, I would have spent a lot more time having coffee with reporters so that when the phone started ringing, I had a firmer grasp of emerging issues and coverage.”

Schoeff’s experience on both sides of the media industry has helped guide initiatives and programs that serve National Press Club members. The organization welcomes people across the journalism and communications spectrum, including public relations professionals, press secretaries, and communications directors.

He noted that communicators make up a portion of the NPC’s membership and bring valuable perspectives that support the organization’s broader mission to support ethical standards in the industry and act as an advocate for a free press. “Knowing what is important to both journalists and communicators has helped me shape my agenda this year,” he said. “I want to make sure our club programs and initiatives serve not only journalists but also are valuable to our communicator members.”

Journalist-Communicator Roundtables

The National Press Club is working to bridge the gap between communicators and journalists through roundtable discussions. These discussions help professionals in both fields better understand each other’s roles. Schoeff has attended three of these Journalist-Communicator Roundtables this year, which focus on emerging challenges in the communications field.

Schoeff’s time in the newsroom and experience in communications have shaped his perspective on what makes a good media pitch and why relationships matter. He believes that developing relationships with sources at a deeper level is essential for effective communication.

When asked about his journey and career path, Schoeff shared that he started his career in journalism in high school, writing about sports for his school newspaper. He then worked as a stringer for a local paper and eventually became a reporter for CQ Roll Call, covering financial news.

Schoeff joined the National Press Club in 2005 and has been a leader or co-leader of a Club team every year since then. He was elected National Press Club president in November 2025 and has been serving in that role this year.

Challenges and Opportunities in Journalism

Schoeff discussed the challenges and opportunities presented by artificial intelligence in journalism. He believes that AI can strengthen journalistic output but should not replace it. Schoeff’s editor-in-chief at CQ Roll Call advised using AI to augment reporting, but not to write stories. “We should use AI to augment our reporting,” he said. “But never use AI to write a story. The reporter must begin with a blank screen and fill it with his or her words.”

Schoeff also shared his thoughts on the importance of protecting journalism’s intellectual property and ensuring that AI does not steal news content. “We must find a way to ensure that AI doesn’t simply steal that content,” he said. “We have to protect journalism’s intellectual property that is making AI more intelligent.”

As a former press secretary, Schoeff reflected on what he wishes he had known about journalists. He realized that developing relationships with reporters and understanding the trajectory of their coverage is essential for effective communication.

Schoeff noted that news is what drives journalists, and communications professionals should focus on providing news and connecting their principals to the news. He advised against pitching non-newsworthy activities and instead emphasized the importance of offering real news to get traction on a message.

Schoeff’s experience as a reporter covering different beats has influenced his leadership of the National Press Club. He has kept in mind the demands of both journalists and communications professionals and has worked to create programs and initiatives that serve both groups.

The National Press Club’s membership includes both journalists and communicators, and Schoeff believes that this diversity is one of the organization’s strengths. He has worked to create a community where journalists and communicators can interact and better understand each other’s roles.

Lessons Learned

Schoeff’s time as a reporter and on the communications side has taught him the importance of news in the journalism world. He believes that communications professionals should focus on helping journalists find and report news, rather than just pitching activities or developments.