Do PR executives read newspapers?

This was strange information for me, when a colleague from another PR agency said it casually. He said, "You can't suggest anything to these people, they don't know what's going on in the world, our country, politics or business." When I asked him to explain, he said, "You think these guys actually read the newspapers??!"

Then he explained it. The way it happens in India's public relations agencies, the executives do not read newspapers at all. Not even for reading about their clients.

How do they go about their jobs then? Won't it make it extremely difficult for them?

Obviously it does not.

They talk to their clients, get their briefs etc. The actual PR work is calling up or meeting friendly journalists then getting them to publish your news release or 'according to company sources' story. When it appears in the newspapers, the press clippings are presented to them in a file, which they happily sent over to the client. Everyone is happy.

Apparently, the executives never actualy see their material printed in a newspaper, they are happy to see the press clipping. So associated stories, related material, opportunities for better marketing the client's services or product - are never examined or attempted. It goes without saying that television barely enters the picture, and the Web, not at all. It is a genius, and ballsy PR executive who dares suggest an email newsletter, or a better website ot the client or even his own bosses. The jaded bosses are sure to shoot down his flights of fancy immediately.

I am sure there are PR executives and PR agencies in India which are better, and actually tech-savvy. But such horribly incompetent and outdated PR executievs and methodologies comprise the majority of them.