They should take an active interest in its development. They change often. Knowing grammar is not just knowing a set of rule. Rather, it is understanding how the language works and how it is used. Media writers must keep up with the language and the way in which people are using it.
Writing takes place on three levels.
It is simply applying the rules of the road. There's not much that is hard about this level except that often we don't learn these things and apply them very well. Consequently, we get to college and realize that we are deficient in some of our knowledge about these things or that we have not developed good habits in applying them. Level II has to do with how we use the language and demands an even higher level of expertise. At Level II we should begin to pay attention to how we are using the language as well as how we apply the technical rules.