Folks often get a little uncomfortable when I tell them one of the first things I do each Saturday and Sunday morning is scan my Google Reader for industry- and work-related news, and mentions of my campaigns and bosses.

“What about work-life balance?!” they ask/squeal? That’s usually followed by a quip like, “They don’t pay me enough to care about work on the weekend.”

There are many professions where one can and should draw that boundary line. You know I love boundaries. But if you are a professional communicator, manager of a PR campaign or a “social media guru,” be advised that you didn’t sign up for a 9-5 gig. That means that regardless of your pay, if you want to be stellar at your job, you’ll need to know what the Internet is saying about you, your company clients and competition on a Sunday morning. And holidays.

I say “the Internet” because, if you are organized, one quick scan of it can show you most every print and blog mention, a fair amount of broadcast hits and more social media buzz than is necessary. It doesn’t take long–30 minutes, tops. But in public relations, knowing more than your bosses, clients and co-workers is what separates the rookie from the in-demand pro. You should be able to walk into the office on Monday morning and already be up to speed.

Sure, surfing the Web for work on the weekend takes more discipline on your part. You’ll need to find a routine. If you work at a firm,  you’ll need to figure out if your weekend time is billable or not (it may not be, mine never was).

If you need a mantra to see you through, remember: surprises are for birthdays, not public relations. The sooner you master the art of being in-the-know (without being a know-it-all) the happier your clients and bosses will be, and the faster you’ll rise to the top.

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