Early in my corporate career, a wise mentor shared an important piece of advice that I continue to follow today: Read what your bosses and clients read.
Occasionally, I have been reminded about the importance of staying on top of the news. Case in point, I recall being literally yelled at by a boss who called just as I arrived at my desk one morning. He wanted to discuss a news story on page one of the Wall Street Journal that I hadn’t yet read. Unlike him, I didn’t have a driver that allowed me to read on my way to work. So, I resolved then and there to get up a half-hour earlier every morning to scan the Journal, Chicago Tribune and New York Times.
Alarmed by the continuing increase in highly selective, social media-sourced news by students and young professionals, I’d like to propose a New Year’s Resolution for all PR pros to broaden their news consumption habits in 2025.
As Culpwrit readers know, I love social media. In fact, I generally first get news headlines through X, which increasingly requires verification through traditional media sources. I’m reminded every day (especially during the election season) that social media should not be the primary source of news for young PR pros who need a broader perspective of what’s happening in the world.
Unfortunately, a declining share of U.S. adults are following the news closely, according to recent Pew Research Center surveys. And audiences are shrinking for several older types of news media – such as local TV stations, most newspapers and public radio – even as they grow newer platforms like podcasts.
Today, almost half of Americans under age 30 get their news from TikTok, according to Pew Research. While I endorse consuming as much news as possible from all sources, business for the time being is mostly run by Boomers and Gen Xers. For Culpwrit readers who are not news addicts like me, ease into a broader news consumption routine. Read what your bosses and clients are reading. Then expand your news habits so you become a source of trusted, turn-to information.
This is a perfect time of year to catch up on major news you might have missed, but likely will still be discussed in the year ahead. Just check out year-in-review recaps such as Time Magazine, Britannica and CBS News. And don’t forget to stay on top of your industry news through trade outlets such as PRWeek and PR News,
Happy New Year!
Ron Culp: Spoken like the pro that you are… This is the biggest issue I have seen with younger talent. When I recommend that they read, they look at me and reply with sarcasm dripping from their voices, “Oh, Lynn! Who are you to tell me what to do?” or ” I know everything I need to know.” You get the drift.
I also suggest that they listen to NPR. In Chicago, it’s 91.5. I tell them I do my best cooking while listening. They have no idea what public radio is.
Sadly, their writing is affected by not reading.
This is so easy to remedy. Follow great journalists and respected publications. Keep writing. It’s a discipline that is life long. You will see the improvements, I promise you.
Here’s to a great new year filled with meaning.
Thanks for your comment, Lynn. Glad you added the importance of radio news, especially outlets like Chicago’s WBEZ 91.5. This recap of some of the most interesting stories from 2024 is worth a quick read or listen. https://tinyurl.com/4mr3ys6p I’m also a fan of WBBM News Radio 780 for its fair and balanced coverage.