An Overlooked and Undervalued PR Tip

The strongest PR tip I have to offer is neither glamorous nor original – but it has stood the test of time. Become a regular consumer of news.

Make it a practice to read at least one daily newspaper every day. Regularly listen to news on the radio. I am an ardent fan of NPR. Watch the evening news. 

You don’t have to give up Google alerts; they certainly have their purpose. But do not let alerts replace regular consumption of the news.

PR now encompasses a variety of story-sharing tactics ranging from TikTok videos to speeches. But the Holy Grail of PR remains earned media coverage. It is difficult to trump a timely placement in a respected media outlet. Earned media is viewed with higher credibility and has the added benefit of enhancing SEO. 

That’s why becoming a regular student of the media is so valuable.

If you make news consumption a regular habit, I guarantee you will enjoy the following:

• Your mind will begin to churn with ideas for your organization or your clients. When I finish reading a paper, I often have multiple story ideas for clients.
• This is one of the best ways to find stories to “news hijack” your company or clients into.
• You will become a better writer.
• You will learn what constitutes a good story.
• You’ll gain an appreciation for “news hierarchy,” especially if you hold a paper in your hands and notice where stories are slotted in the paper.
• You will develop a deeper sense of which reporters like which stories. This goes beyond the beat information you will find in a media database.
• You’ll be able to counsel your leadership or clients better because you understand the media better.
• You will be able to converse easily on a wide range of topics.
• You’ll stand out from the competition. Few take the time these days to truly consume the news.

Yes, it’s a pretty basic suggestion. But it’s one you can implement today and start seeing immediate dividends.