More than words: Why reading is the ultimate PR advantage

In the fast-paced world of public relations, where communication is the key to success, reading is more than just a hobby — it is a strategic tool. As Matt Haig puts it in his book Notes on a Nervous Planet, reading is not just about getting a job; it is about expanding beyond the reality we are given, fostering connection, empathy, and understanding.

A skilled PR professional must navigate an ever-changing landscape of news, trends, and audience perceptions. Reading provides the foundation for informed decision-making, effective storytelling, and building meaningful relationships with both the media and the public. In this article, I’ll highlight five ways continuous reading can help us stay ahead by improving our day-to-day work.

Keeping track of ever-changing trends

One of the essential aspects of PR is understanding industry trends and anticipating shifts in public opinion. Reading news articles, reports, and expert analyses helps us stay ahead of the curve. By staying well-informed, we can craft messages that resonate with current events, ensuring our clients remain relevant in an evolving media landscape.

Enhancing storytelling

At its core, public relations is about storytelling. A compelling narrative captures attention and fosters engagement. Reading books, articles, and case studies exposes PR professionals to different writing styles, tones, and techniques, enhancing our ability to craft stories that not only inform but also evoke emotions and inspire action.

Understanding diverse perspectives

A successful PR campaign requires an understanding of different audiences. Reading diverse sources — from news outlets with varying viewpoints to literature that explores different cultures and experiences — fosters empathy and adaptability. This broader perspective enables us to communicate effectively with different stakeholders and create messages that resonate authentically.

Strategic communication

Effective public relations relies on strategic communication, which requires a deep understanding of messaging, audience perception, and media influence. Reading widely on communication strategies, persuasive techniques, and successful campaigns allows us to refine our approach. By learning from historical and contemporary examples, we can craft messages that are not only clear and compelling but also adaptable to different contexts.

Building credibility and thought leadership

For PR professionals, establishing credibility is crucial. Engaging in discussions with journalists, clients, and industry leaders becomes far more impactful when our insights are backed by knowledge gathered through reading. This credibility enhances our influence and positions us as thought leaders in the field.

Reading is not just about consuming information — it is about equipping ourselves with the knowledge necessary to navigate the complexities of our work. From understanding media trends to mastering the art of storytelling and strategic communication, reading empowers us to make informed decisions that drive impactful communication.

As Matt Haig expressed in his book, reading is also about connection, empathy, and understanding — qualities at the heart of truly effective PR. In an industry where perception is everything, the ability to read between the lines and stay informed is what sets successful PR professionals apart.