This means that you have to embrace both new media and traditional media in PR. For example, in the tech space, TechCrunch, Mashable, Venture Beat, Read/Write Web, et al, will yield measurable traffic so great that most of the time it will knock out company servers. Every executive wants them. CEOs cry if they can't get coverage on them. But, by no means, do they carry your value proposition to the entire collective of people that will embrace your product and help sustain your business for the whole game.

They represent the early adopters and pragmatists. However, there are other worlds of global microcommunities rich with horizontal and vertical publications and blogs that will carry your story to the more conservative groups of people that collectively converge as the primary base of recurring revenue.

In this case, it's less about traffic and hits as metrics for success and more about quality, registrations, purchases, referrals, e tc. that define business growth and sustenance.

8. Engage in social media.

We live in a "social" economy and the only way to succeed in it, is to participate. Participation is marketing. Community relations is marketing. Engagement builds trust, relationships and loyalty, but it requires a genuine, dedicated, proactive, and value-driven effort.

Blog about industry-relevant topics, not just company accomplishments. Provide tips and hints to help your customers make more informed decisions. It's not a new tool in the marketing belt. It is a new opportunity to engage customers and cultivate relationships. Simply put, be a resource for your community.

Embrace online video and watch how creative, genuine, and cool content becomes incredibly viral. Words can carry the message so far, but video is also an opportunity to showcase the product while entertaining viewers.

Podcast new updates, customer successes, ideas for new product uses, etc.

Bookmark and share relevant links using the popular social tools available.

Cultivate user generated content.

Write social media releases . Write SEO press releases. However, write them well and strip out all of the bullshit.

If relevant, build transparent profiles i n the social networks where you can find and support customers.

Share images and behind the scenes footage using services such as flickr and YouTube.

Listen and engage in MicroMedia.

Hire a community manager. In the new world of social media, new PR can be complemented through the efforts of someone who can actively represent the company in all things social so that they can provide proactive information and support to people looking for guidance in the communities they frequent. Don't market to them, have conversations.

Note, this is an ultra-simplified list of how to jump into the world of social media. Read the Social Media Manifesto and The Art and Science of Community Relations for additional suggestions and guidance.

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