A word for the wise: Don't forget about traditional media.
Don't get me wrong, I am a big proponent of social media, but I have to say that I am seeing a disturbing trend: PR professionals abandoning their traditional media contacts and messaging strictly through social media outlets. Although social media outlets are a great vehicle, they are tactical, not strategic. A successful communications plan will include all communications outlets and vehicles, and traditional media is still king!
You read correctly. Although newspapers are shrinking and fewer people are getting their news from television and radio, they are still the No.1 sources for news. But here's something else to ponder: As those outlets shrink, where do you think the writers, producers and radio hosts are finding new employment? Many are writing for online news outlets, becoming freelancers, video blogging, etc. In a nutshell, they're not going away. You shouldn't either.