Mainstream media relations more important than ever

Hey PR pros, don’t place all your bets on Twitter yet, Todd Defren, a principle at Shift Communication, wrote on his blog PR Squared . The traditional media’s reach, influence and reputation still outpaces the social media. “Burnishing your credentials with the top reporters in the field will still immeasurably shape the success of your clients’ programs, not to mention your own career,” he said.