We've been covering the rise of social media because the new forms are steadily gaining prominence, have specialized appeals, and require insightful use. But that doesn't mean it's over for the old media and traditional PR that relates to them. That won't happen until The New York Times or your local paper becomes web-only, and we're not predicting they will (though the day could come...)
For the record, we're noting a staunch advisory on the enduring importance of traditional media. Los Angeles-based Anthony Mora writes that "The recognition factor that traditional media offers is immense. Most consumers will be able to recognize and identify popular newspapers, magazines or TV stations much more readily than they will the most popular blogs online that are not mainstream. The traditional media have built credible brands that carry weight, influence and credibility..."
"Bloggers often write about what’s going on in traditional media, whether it’s a TV segment or a story that was covered in the newspaper. If you land an interview in traditional media, you’re likely to catch the attention of social media as well. Furthermore, appearing in traditional media gives you something to post about in your own blog and in social networks.
"The truth is that social media and blogging should be a core component of any media relations campaign, and driving and controlling your message by placing stories in the traditional media is more critical than ever."
So be active on both fronts, traditional and digital, for the foreseeable future, and who can foresee how long that will be?