Emphasizing social media engagement doesn't mean that you ignore
the importance of the role of traditional media. Being mentioned
in the media is still an important part of marketing, and press
pages on company websites are filled, for good reason, with the
logos representing media outlets such as Wall Street Journal,
The New York Times, Oprah, Today, and CNN. Television, print
magazines, and newspapers still exist and are still powerful.
These days, these media hits often happen because brands do more
than send press releases and make cold calls to members of the
press. Reporters and producers pay attention to social networks
for potential news stories and to find news sources organically.
Savvy brands can position themselves in social media to attract
the media's attention, and they can engage with members of the
press by following them in social networks to engage them in
dialogue, draw their attention to potential news stories, and
provide resources including links.  Nurture relationships with
your loca