WANT to secure yourself or your business some media coverage? Putting together a press release and shooting it out to your list of media contacts is certainly one approach, but Twitter is also a tool that should definitely not be over-looked as part of your next PR campaign.
More and more journalists and media outlets use Twitter. After all, contacts are central to a journalist's work and Twitter makes it easy for them to find the contacts they need and a trusted community of people who will lead them to news sources, comment on a story and help them spread their stories.
Your media database in its traditional form is only as good as your last campaign. Like any industry contacts date quickly.
Twitter allows you to search for either people, publications and stations quickly and easily and to contact someone directly with a little bit of background information on what stories they are interested in thanks to their Twitter bio (if written well).
You will of course however have to be succinct in your pitch to them via Twitter. After all, you only have 140 characters to utilise (but including a link will increase your communication capacity).
Twitter's very own advanced search (https://twitter.com/#!/search-advanced) is pretty helpful on that front. Or you could of course always revert to trusty Google and search "journalist name on Twitter" or "station name on Twitter".
If the media outlet in question understands and uses lists, you'll find a long list of their journalists in there.
Only time will tell if Twitter handles will also go the way of the email address, but for the meantime they are very much in vogue.