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I love your blog and this is my first time commenting here! :)

I've been on Twitter since the beginning and I have to say that the one interesting thing that was true then as it is now, is that it is where I find out about breaking news. It's almost like the new wire service if you think about it.

I also see reporters and bloggers use twitter to get information fast. So to your point, yes be first with your information! And most importantly, become the expert to seize opportunities as they arise.

Cheers!

@Rich -- very valid point on the PR side of the house scrambling to measure value provided. Outcomes are more difficult to prove, not impossible. I'm liking are you articulated it so simply in both of your comments; we must have somehow forgotten the basics.

@Stephen -- agreed. What I'm saying is that if the reporter is tired, has got something else on his mind, is not getting the point, the rest of the communications program has not been working for you. Great to have you join this conversation!

Valeria: I think there's a "yes, but..." to this argument. Writing your own story is fine, but having someone else tell it usually lends it more credibility. Especially when that other person has authority, either as a brand (WSJ picks up your story) or as a source (WOM).

For passive consumers, you need to get your story out in places where they'll see it -- like the PR story you tell, above. For active ones (and let's hope these continue to increase) who are searching for you, by all means, get your story out personally via social media.

Sounds like "both" is the right approach.

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