This document discusses best strategies for public relations (PR) in today's evolving media landscape. It notes that PR specialists have more than doubled in recent years while reporters have declined slightly. To be effective, PR must focus on credibility, accessibility, and likability with journalists rather than just their own needs. This involves positioning expertise where reporters are both online and offline, being accessible through social media and in person, and building genuine relationships where reporters look forward to interacting. Overall, social media can help PR professionals improve in credibility, accessibility, and likability to foster stronger relationships with members of the media.