Connecting with and following journalists on social media is a great way to stay up to date on what's happening in the world, especially for PR professionals. There are far too many important national and local media outlets to follow individually, yet it is our responsibility as publicists and social media gurus to pay close attention to the news and position our clients as expert sources on pertinent topics.

Social media offers a unique opportunity for public relations professionals that was nonexistent a few a years ago. We now have the ability to interact and comment on trending topics as well as a reporter's coverage. This allows us to introduce our clients, or ourselves, as well as develop a relationship with a reporter through a social media platform. We have seen the benefits and advantages of this practice firsthand. One simple comment or question on social media can lead to a huge press opportunity.

For example, while taking on the persona of one of our clients on Twitter, we saw that a FOX Business reporter tweeted that she was looking for a source to comment on the fiscal cliff's impact on small business owners. Logically, we responded from our client's page that he would be a great fit for her article and would offer a unique perspective. Several direct messages later, we lined up an interview for our client with a national business reporter who otherwise would have been very difficult to track down.

As PR pros continue to take on their clients' personas via social media, it is important we interact and connect with members of the media. Simply responding to fans or customers is not enough - we need to take the initiative to be seen and heard by reporters any way we can. Social media is the perfect platform to do so.

Social media can be a double-edged sword. In a matter of seconds - 140 characters could have your brand 'trending' for better or worse. Since the beginning of social media, several companies have fallen victim to the all too familiar rogue tweets and communication blunders.

For example, a Chrysler employee found themself in the hot seat after complaining about the drivers in Motor City… using the company's Twitter handle. Needless to say, the employee was looking for a new job come Monday morning.

While these gaffes have many shaking their heads and asking, "how did that happen," it is actually more common than one would think. From Kenneth Cole to KitchenAid; these well-known brands have found themselves in the middle of a social media mishap.

In order to avoid these momentary lapses of judgment, remember the following words of advice:

Think before you Tweet: It is important to remember you are protecting and building an image. Social Media pages should mirror the company's brand. Keep it professional, and if it sounds like something you wouldn't tell your mother it's probably not the best status to post.

Always Log Out: Oftentimes, these blunders happen because an employee thought they were posting on a personal page. Once the mistake was realized, the post had already gone viral. General rule of thumb, always log out.

The World is Watching: Knowing your audience is key… and on social media your audience is the world. You need to be up on current events and remain empathetic/neutral to sensitive issues. Celebboutique, an online retailer based in the UK, came under fire after promoting their new Aurora clothing line amidst the tragedy in Aurora, Colorado. The Twitter-verse was ablaze and the company immediately took the post down and issued an apology stating they were unaware of the heartbreak. This disaster could have been averted if the person using Twitter had simply researched why #Aurora was trending.

No Posting After Hours: There is a saying that nothing good will happen after 2am - well, in social media nothing good will happen after 10pm. Your online persona could be tarnished by a regrettable 'retweet,' a sarcastic joke or an unflattering photo. It's best to save the social media updates for working hours and working hours only.

People Do Make Mistakes: Nobody is perfect and mistakes will be made. So what do you do to recover from a communication crisis? The American Red Cross is the perfect example of turning a rogue tweet into a successful social media campaign. After an employee accidently tweeted about drinking Dogfish Head Midas Touch beer using the hash-tag (#gettingslizzard) - the Red Cross acted quickly. With the beer company's participation, the Red Cross used the hash-tag (#gettingslizzard) to encourage people to donate blood and then enjoy a nice cold Dogfish Head brew.

When it comes to TV, it's not what you say but how you say it…and your wardrobe says a lot about who you are. In fact, viewers give more credibility to news and information they can see, versus what they hear which is why it is so important that your appearance supports your words. So what can you wear to ensure your knowledge and expertise shine?

Here are the three tips to help you look your best for news interviews:

Look like what you do

When you look the part, people will listen to what you say. A business broker wearing blue jeans and a t-shirt is less likely to reach his target audience then one wearing a suit and tie. The audience needs to be able to make a connection between the speaker's expertise and their physical appearance. When this connection is lost, the speaker loses the viewers' trust, which hampers credibility.

Play it simple

Simple solids work best on the small screen. Avoid pinstripes, checkers, paisleys or textured fabrics as the details and intricate patterns can be distracting. Similarly, avoid neutral tones such as white, black and grey, as well as hot colors such as red, orange, yellow or pink. Neutral tones and hot colors can make you look washed out. It's best to stick to jewel tones and pastels such as navy, maroon or teal. These colors enhance your natural skin tone, making you look vibrant and lively. Also, be sure to stick to items in the same color family such as a baby blue tie and navy blazer to avoid high contrast.

Get Comfortable

Comfort is key. Sweating, shifting, adjusting can be distracting which is why it is so important to choose clothes that are breathable, light and fit just right. In terms of fabric, cotton is best. Cotton allows the body to radiate heat more effectively than wool. Cotton is also less likely to be itchy or bothersome throughout the course of the interview. In terms of cut or style, be sure to choose clothes that fit correctly. A short skirt or low cut top will need to be constantly readjusted, as will loose pants or an untucked shirt.

Follow these three simple tips and viewers will perceive you as someone that means business.