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It's a wider mistake made in business/other organisations too. Get a former journalist in, because they'll help you get coverage, or not, or something. They know how the media works! That's all that matters. Never mind the people who've spent their whole career in comms (waves).
When these ex-journos get into the job they often find it's quite different to what they expected and you have to do all this other stuff which is nothing like journalism (who knew), and they can struggle.
Fox
Stonehedge
Johnson hiring the best I see.
Edit: Jack Doyle was chosen to run comms for Downing Street because he was a Daily Mail journalist. Most heads of state and presidents/PMs prefer to choose career communications professionals with experience of managing PR and comms for large organisations.