Oh, the wondrous things we have! We can access so many new electronic tools, gadgets and mobile applications to make our media relations efforts more productive. However, can email ever replace a face-to-face conversation? Can a Facebook page convey the interplay of emotions at a live news conference? How can 140 characters explain the complexity of health care policy or do it without the cynicism that too often creeps into pithy, short bites?

In order to engage reporters, we should not give up our YouTube channels, LinkedIn accounts or Flickr photos. They all are part of the arsenal that media relations professionals use to help tell clients’ stories. However, I do think it is time to refocus ― social media is a means to the end, and not the end goal itself.

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