Social media or traditional media?  Which one is right when you have news to share about your business?  It depends.

• Is your story big enough to grab the attention of a broadcast or print journalist?  It's not a good idea to be the business person who cries wolf.  In other words, don't pitch every little development at your company.  Instead wait until there's something that would be of interest to the general public and not just your inner circle.
• Does your story connect to other events in the news?  If so, this "news hook" could be a way to convince the media gatekeepers that your story is worth covering.
• Do you have a great media contact? Perhaps you personally know a local TV reporter who covers tech.  If your company is in that business you may have a better shot pitching to someone you already know.  The reporter won't cover your news just because you are a friend or acquaintance but at least you have their ear and likely will be given a bit more time to make your pitch.
• If you pitch on a slow news day, your chances of coverage improve.  
• If you are very flexible you could become a media go-to person.  Are you willing to drop everything to do an interview about your industry--not just when it's specifically about your firm?  Are you willing to drive to the studio rather than expect a TV crew to come to you?  If you get bounced at the last minute can you be gracious and understand that the reporter has been reassigned to another story?  It's likely you'll be a first call the next time the reporter needs someone with your expertise.
• When traditional media interviews you, of course you need to share that across your social media platforms and include a link.  

If your potential clients are under 30 a strong social media campaign is a good investment. You need to meet them where they are.  If your client base falls into  a large age range, you need a mix of social and traditional media presence.  A good place to start is with online press releases.  It's a cost-effective way of gaining name recognition.  Creating video content for social media is another great way for would-be clients to get to know you.  It's just as important to appear professional in these videos as it is when you appear on TV.  Media training isn't just for TV.

I'm not opposed to quirky or funny videos if that fits with your brand.  If it doesn't feel right, it probably isn't. There's no one-size-fits-all when it comes to your media presence.  You know your business best and with the help a communications professional, you can expand your messaging to a wider audience.  Don't ignore Spanish-language media in your plans.  Even if you don't speak Spanish it's a safe bet part of your client base does.  At least one bilingual executive should be media trained and appear in your videos.  It's all about connecting with as many people as possible who may want or even need your products or services.  

www.WomenMediaPros.com