By Susan Payton, Managing Partner of Egg Marketing & Public Relations, an internet marketing firm specializing in blogger outreach, social media, and PR. She is also the blogger behind The Marketing Eggspert Blog. Follow her on Twitter@eggmarketing. It’s clear that the public relations landscape is changing. No longer does emailing a journalist a press release always result in coverage on major news channels (there are exceptions, naturally, but the average business doesn’t get on Oprah). These days, journalists (and yes, bloggers too) are inundated with press releases. It’s easy to hit delete and move on. How do you get your pitch heard above the din? Conversation. Engagement. Interaction. Social Media is Key in Your Pitch Why? Because that’s where your media contacts are hanging out these days, and that’s where they look for story ideas. But be forewarned: there is a lot of bad social media pitching going on already. Pamela Johnston of PJ Inc. Public Relations says she avoids doing certain things on Twitter that are looked upon negatively, like: • pimping client news • straight out traditional pitching • sending random things to people/journalists she doesn’t know I like that she doesn’t use traditional methods of pitching on social media. You can’t apply the same methods you used 10 years ago to Twitter. It’s impossible. Instead, you must find new ways to reach media contacts. The world is small these days. Social media tools like Twitter, Facebook, LinkedIn, Kirtsy, Digg, blogs, video and web sites are quickly becoming integrated. It’s fairly easy to connect with someone and keep up with what they’re doing. Journalists and bloggers are no different. via HOW TO: Use Social Media in Your PR Pitch Plan.