Facebook. Twitter. Pinterest. Tumbler. The buzz is all about social media. Even traditional media outlets like TV stations and newspapers are promoting their products through social media.

Yes, you have to get on that train. It’s not so much about being left behind on the information superhighway as it is about ending up as total road kill. Not a pretty sight.

However, in your rush to embrace every new form of communication out there, don’t forget some of the traditional methods. Some businesses avoid reporters. A better approach to media is to learn to work with them and use them to your advantage.