I recently participated in a webinar hosted by PRWeek surrounding the new rules of media relations.

We all know that the media landscape has changed with publications shutting down or moving to online formats. But interestingly, the rise of social media, namely Twitter, has really changed the playing field in how media source their content for stories and interact with PR professionals.

Moderated by Rose Gordon, news editor for PRWeek, the webinar featured journalists including Chloe Albanesius, news reporter for PCMag.com, Kevin McCormally, editorial director at Kiplinger and Ivan Oransky, executive editor for Reuters Health, to lend their insight on how PR professionals can build better relationships and partner with them on stories.

From what I learned during the webinar and in my own personal opinion, the rules for meaningfully engaging with media haven’t changed much. It’s still important to:

• Do your research on the publication and journalist before pitching a story to ensure it’s relevant.
• Keep your pitch succinct; get to the point of what you’re pitching and clearly outline the call to action.
• Offer resources whenever possible (i.e. analysts, customers, data, experts, etc.)
• Understand what the journalists’ needs are so you can better position yourself and your company or client as a resource.

While these rules are still tried and true, more and more journalists are using social networking platforms such as Twitter, Facebook and blogs to source content for their stories. The way journalists are coming up with story ideas or finding sources today is much different than in previous years.

The panelists across the board said social media tools are critical in helping them track particular industries and companies, as well as gaining immediate insight into public sentiment on a particular product, service or issue. This reinforces the importance for companies and brands to engage via social media not only to reach their target audiences, but to raise awareness with relevant media.

The panelists also mentioned that engaging with them via Twitter or other social media networks is often a great way to reach them to build a relationship or pitch a story. Since many of these reporters are on calls or in editorial meetings most of the day, social media platforms are a place they’re always tracking no matter where they are.

It’s certainly an interesting time for PR professionals as we continue to evolve how we build relationships with media and counsel our clients on how to leverage social media. While the basic rules of engaging with media haven’t changed, social media is definitely adding another interesting element.