Recently, Paull Young invited me to participate in a podcast interview at Forward Blog – Forward Podcast #7 :: Advice for New PR Students. This gives me the opportunity to post an old draft I’ve had hanging in limbo. Here it is. And, remember … advice is cheap, so take it for what it is worth. But, the reading aspect of staying aware of current events in news and the industry is a good practice to follow. And, I’d pay particular attention to Richard Bailey’s part of the podcast, as it is quite good. Many thanks to Paull, Luke, Richard, Erin and everyone at Forward Blog for including me in the discussion.

For students wishing to become PR practitioners, a keen interest in news and information is required. How important is it? Well, Harold Burson thought it important enough to make his information consumption habits the topic of his second post, when he started his blog back in February.

Some of the best advice my father (Burson’s) gave me when I was growing up was “always be in the know.” His way of “being in the know” was reading omnivorously.

I heeded his advice and it has served me well. Reading is as much a part of my daily regimen as breakfast, lunch and dinner — an hour on the way to the office, an hour going home, at least an hour before falling asleep.

Read more about Harold Burson at SourceWatch.

Burson’s suggested readings range from books to magazines. Electronic media? He watches TV and listens to the radio. So, how can you mimic Burson’s habits using your mediums of choice – iPods, cellphones and computers? Check out these resources and find the sources that capture your interest. Remember to be open to new ideas. The presentation styles of these programs aren’t MTV-like. That’s a good thing, by the way.

Here we go:

NPR: You can get the following shows online, on the radio or in your iPod, for the most part. I do. Visit the NPR Web site and find the station near you carrying the programs. Listen to them. All Things Considered is, by far, the best radio news program on earth. Not even the BBC’s great offerings can touch it. So, go listen. Also check out: Morning Edition, Talk of the Nation, Fresh Air, News & Notes with Ed Gordon and the Weekend Editions on Saturday and Sunday.

BBC: OK, they have all the other great radio news programs on earth. Like the NPR offerings, many (if not all) of BBC’s programs are available online and in podcast form. Visit the BBC Web site and look for all their programs. Their News offerings are the most valuable. Many are available in podcast form and others can be played on your computer in a time-shifting extravaganza. Don’t believe me? Look at the BBC podcasts available. This link at the BBC will show you all the different channels and what is available in podcast form, too. Hey, they are a great listen – if only for the accents.

I must include one more BBC podcast, if only for your own personal growth and understanding of disabilities. Listen to Ouch!, easily the most irreverent program about disabilities on earth. Ouch! is hosted by two disabled personalities that you will never forget – actor Mat Fraser and comedian Liz Carr. Honestly, this is a terrific program and you will never, I promise – NEVER, think about disabilities the same after listening just once.

In print, let us start with the PR trade publications. O’Dwyer’s PR/Marcom is a terrific site. The subscription rate for online viewing alone is only $25 for a month, $150 for a year. Sorry, no student pricing available.

PR Week is also a great publication. Their subscription price is about the same and well worth the investment. You cannot get a monthly subscription, but they offer a $128 annual rate for “50 issues and access to PRWeek.com.” Sorry, again. No student pricing I’m aware of at PRWeek, either. Also, you can read Keith O’Brien’s blog, for free. Keith is Editor of PRWeek.com and a very nice guy. Writes very well, too. Interesting stuff and you’ll benefit from reading each – PRWeek and Ubiquitous Marketing.

Bulldog Reporter is another terrififc resource. They have print and online publications, too. However, they seem to have priced themselves out for PR firms/agencies to foot the bill. A year’s worth of their newsletter, for instance, will likely set you back $449. You can sign up for a free trial here, though. And, you can always read some of their free columns, like Jeremy Pepper’s Blog Run.

PR News is another publication you can check out. It is also known as PR News and Marketing. They, too, have priced themselves out of the student market. They offer 1 year, 48 issues, for $697.

I deeply wish that these publications would offer student pricing. Not sure why they don’t, but it could help them gain future readers – brand them and hold them down the road.

Traditional daily newspaper fare is easier to find and more affordable. You should be reading The New York Times and the Wall Street Journal. Both have fairly affordable online subscription rates. The WSJ offers a $49 online subscription if you already get the print version. It is $99 for a year, if you don’t get the print edition. The New York Times is available for home delivery at $5.95 a week. You get Times Select online access for free, too. These two, by the way, do offer student pricing.

Finally, if reading isn’t your cup-o-tea (which would be sad, but…) you may want to check out the veritable plethora of podcasts from news organizations and PR practitioners at iTunes. Also, XMRadio and Sirius satellite radio offer an inexpensive way to listen to CNN, MSNBC and numerous other news sources anytime. I’m hooked on iTunes and XMRadio. Seriously, it has become an addiction.