The development of technology has driven some to believe the newspaper is outdated. However, newspapers, in all formats, still reach 69 percent of the total U.S. population in a month. With the takeover of Facebook, Twitter and copious ‘news’ sites, we are certainly getting our information in new ways, but with the abundance of “fake news” out there, the newspaper still remains to be one of the most valuable tools when it comes to understanding media trends. This said, it does not have to always be a physical newspaper. Online options of the most trusted sources such as The New York Times and The Wall Street Journal provide incredible options for people who cannot get their hands on a physical copy.
Why Read the Newspaper?
Here at Circa Interactive and throughout the world of digital PR, the need for media ideas and stories is paramount. The editors at the top global publications are tasked with informing the public about what stories really matter. Surely we should listen to them? These are ideas that can be leveraged into any PR campaign and serve as an incredible peg when looking to obtain media coverage for clients. What is important here, is that the we are positioning our clients/experts to add to these stories that are being presented to us by some of the top minds in the country.
The Benefits of Reading the Newspaper for Digital PR
A PR specialist should have a general sense of what is going on in their specific industry, but an understanding of global events can provide a great sense of educational value. It carries information about politics, economy, entertainment, sports, business, industry, trade and commerce.
In addition, the journalists at the New York Times and WSJ are some of the best in the business. Their writing abilities are impeccable, and with this being a big part of a PR/communication specialist’s role, it goes without saying reading these articles can improve the vocabulary and skills of any writer.
How to Read the Newspaper
Ultimately, you want to read a newspaper in a way that suits you, and everyone has their own way of digesting information. However, make sure you go beyond the headlines. If you want to understand a story and take value from it in a way that is going to provide benefit to you and your clients, then you need to take in more than a few words. Also, save a couple articles that are particularly relevant and come back to them later. If you take time to analyze, you are more likely to come up with new story ideas for your pitches. Finally, take a look at the opinion section. This is where you might find a unique angle or idea in relation to a trending topic, and is often the place where the mind will really start to tick over.
George has been part of the Circa team for three years. He graduated from Plymouth University, England, with a master’s in marketing management and strategy degree. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications.