I write about cryptocurrencies in my blog and reading company's whitepaper is a must.
Especially, if you are going to invest your money, study in detail the whitepaper that will give you a complete picture of the ICO.
Even if you aren't an investor, but simply doing bounties, reading (and comprehending) the Whitepaper is an absolute must.
Whether it be to write creative posts, or simply ask leading questions in a Telegram chat room, you have to have a thorough knowledge of the ICO and the product being launched.
And of course, if you really fall in love with a project, then becoming an investor is also a consideration.