I read news from at least seven media outlets every day. I cannot tell you how many times it has helped me with clients and prospective clients to be up-to-speed on what’s going on in a cross-section of industries.
Still, I’m stunned how many PR practitioners don’t read the news. It doesn’t count to “read the news” based on what you see in your social media feed, as your connections may only be alerting you to trending topics, not necessarily important topics (push vs. pull).
Plus, anyone who practices media relations should get to know reporters’ names and beats, learn what direction the editorial board leans and get a sense of what types of stories the media outlet is willing to cover.
Don’t have time? That’s an excuse. You can always have the TV or radio on in the morning while you’re getting ready and/or during your commute, and it doesn’t take long to scan headlines while eating your breakfast.