scott martinVeteran Bay Area technology journalist Scott Martin has jumped to the PR side as director of content and media strategy for San Francisco-based Bateman Group.

Martin spent the past three years on the tech beat at USA Today and previously served in senior roles, including editor-in-chief, at Red Herring.

He outlined his career in tech journalism in a post on LinkedIn today. " After years of struggles, the news media business faces further diminishing relevance and advertising position," he wrote. "I’m getting out now to jump onto a huge business path."

Bateman partner and GM Bill Bourdon, noting a change "from rolodex-led media relations to content-led communications that span earned, owned and paid media," said Martin will provide a strong editorial voice for the firm's tech clients in sectors like adtech, enterprise IT, mobile and consumer.

Martin was also a senior editor at Law.com and started out at CNET. At Bateman, he reports to newly minted VP of content Elinor Mills, a former senior writer for CNET. 

Bateman revenues were up more than 42% last year to top $4.2M.