Social Networks: Where Agencies & Journalists Unite

I just finished reading an article over at MediaShift on how "Journalists Should Customize Social Networks to Maximize Experience." As someone who frequently interfaces with journalists, or shall I say "attemps to," the one thing that all PR pros struggle with is determining WHO to pitch to. I 100% understand the nuisance of having to filter through numerous irrelevant press releases and news tips a day sent to your Inbox, but if journalists were forced to spend less time acting as gatekeepers and perhaps spent more time on social networks, then maybe....just maybe.... the agencies and the journalists could develop a mutually beneficial relationship. "What!? Could it be possible?"

Going back to my original statement about determining who to pitch to in the media: the real challenge is learning what the journalist actually covers and/or is interested in. Surely some journalists write about topics they have no interest in, but naturally they'll be more inclined to pick up or even pass on a story of real interest. This is where social networks can really come in handy. Ideally, social networks would serve as a playing field of sorts where the press and the agencies could actually communicate with each other rather than have the agencies bombard journalists with their press releases. Ultimately, the idea would be for journalists to engage in real conversations with us by utilizing their social networks.

This article has some interesting insights on how to utilize social networks to your benefit. I look forward to meeting you on the battlefield.