Are the new media — the likes of Twitter, Facebook, etc. — “the beginning of new ways savvy PR pros will pitch and interact with the press?” That is the question posed recently among PR professionals, and it implies potential confusion between the media and the message — and the need to understand the role each plays in achieving desired outcomes. 
The message is the key.
The media — say, Twitter — are merely delivery devices.
Evaluating which communications tools — traditional media relations or news media outreach — are best suited to a messaging task includes at least three criteria:
- The nature of your messaging objective, creating a short, bright burst or enduring light;
- The fundamental characteristics of the product your message describes; and
- The abilities and interests of your audiences.
You likely will not emphasize use of Twitter when communicating long-term stock value.
However, as the latest addition to the communicator’s quiver, social media do provide strong arrows with great power. They create an opportunities for instant and impersonal gratification. Yet they offer little, if any, opportunity to develop relationships with writers and editors that can provide the basis for continuing trust, respect and future coverage. Such rich, spicy media may well suited for fad or consumer products.
By contrast, some clients’ communications objectives are longer-term, need more predictability, and seek to generate positive balance sheet performance over time. Achieving such outcomes often results from trusted relationships between journalists and PR people. While the imagination of a Fortune, Forbes or CNBC editor may be piqued by a Tweet, the ultimate story will result form a close relationship between the writer and the PR person. [One must also remember that journalists like exclusivity in their stories; being first is part of what makes a news story "news," so mass Twitter pitches rather negate that angle of a pitch.]
Media or message?
Excitement about the spontaneity of social media should not be confused with achieving positive performance metrics for clients. In the end, it doesn’t make any difference if you use Facebook or smoke signals so long as you achieve your communications objectives of selling products, changing minds or both.
I like this post because it nicely outlines what I've been saying to myself for a while. I think Twitter et al. are cool, but I fear communicators are forgetting they have to actually communicate. The message, in my mind, is what it king. Not the medium.
Marshall McLuhan rides again. The focus on social media–from the studious to the overhyped–is the latest incarnation of "The Medium is the Message." Yes, history veers with these techno-cultural developments, but as your post correctly states, it still comes down content and relationships.
Obviously, I agree with both of you, Alan and Jason. Regardless of how quaint McLuhan's dictum was [and we all thought it fabulous insight at the time], the true measure of communications success is how efficiently your programs influenced stakeholders purchases and/or perceptions. While we all relish the sizzle — and it is important to creating excitement about a message — it is in fact the steak that brings home the beacon.
It's never been about the tool. It's always about the content and the delivery. In 20 years in this business I have seen every gadget and widget imaginable, most often pitched by companies trying to sell some new fangled way to get coverage. Some of them work, most are con jobs. And most sold buy folks who failed at media relatons. The fundementals remain. You have to have story that's newsworthy, a source that's credible and relationship with the media. When the media stops looking for credible stories is when the medium will become the message. Not sure I want to be a part of that type of business.
Good post – and exactly what I've been banging on about. Sure they are powerful tools, but that's all they are – tools. Content is still still king. There's no point having a million people visit your website if you have nothing to say or no product of quality to sell. This blog of mine from. This blog of mine from July sums up my thinking http://breenmedia.silkstream.net/blog/?p=35
Keep up the good work.
Stephen