OP here...
PP re: your question about your husband. Based on the firms where ive worked, most journalists have struggled with making the transition to PR. They often struggle with the "on call" client service aspect of the job and sometimes even the pace and workload....the Billable hours /profit mindset specifically. it is the absolute best training though...amazing experience and the opportunity to work with the best minds and most creative people in the business.
As for Associations or Corporations, they often prefer to hire agency people because They look for people who have a wide breadth of practical PR experience because those positions dont usually have the luxury of specializing. They require someone who can not only do the strategic thinking, but also do a lot of the implementation of the work themselves and deliver results. That said, he likely will have more success making the transition to in house within his vertical...but he should be prepared for the wide variety of work he will likely have to know how to do to be successful in-house. Also, those jobs don't come open very often, so it can be tough to make your way in.