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.

Click graphic for social media monthly usage stats.

Facebook is still king — for hours on end.

Recent data published on the Socially Aware Blog reveals which social media networks users are spending the most time on a per month basis. Facebook is winning that horse race by more than five hours compared to the next closest competitor.

On average, users spend 6.75 hours per month on Facebook, compared to 1.5 hours on Tumblr and Pinterest, respectively. Visitors spend 21 minutes per month on Twitter, 17 minutes per month on LinkedIn and only three minutes per month on Google+, according to the data.

While these numbers could (and probably will change) in the months ahead, it's crucial to note the dominance of Facebook. Yes, users are experimenting with new networks and embracing them for what they are, but, for now, Facebook still rules the social network landscape.

What this means for public relations: Facebook remains the premier space to reach an audience. We might call it the Major League of social media. Until the numbers drastically change, efforts across all other social media networks should be anchored by Facebook in the sense that content on Twitter, LinkedIn and other networks depend on the trends happening on the one with the most users.

Still, campaigns should use a variety of social networks to tell a story. Just because users are only on Twitter for a short period of time on average per month does not mean it should be abandoned. That's far from the case. Twitter offers short blurbs for users to gather critical information or to explore a longer bit of media. Let's say, for example, you're running a social media contest. Perhaps you will host the contest on Facebook and use networks such as Twitter and Tumblr to spread the word about it. You'll want to tease users in other networks and get them to interact on Facebook, where they are spending most of their time.

Additionally, if you're introducing a new social network to your company or your personal social profile, try introducing your audience to it through Facebook. Again, this is the space they are spending the most of their social networking time; so meet the audience where they are, for now, the most comfortable and introduce them to other outlets where you are sharing content.

All Points Public Relations is knee-deep in Tweeting. We think it is a fantastic way to create awareness, shift perception and drive sales for businesses and business leaders. There is no better social media avenue, aside from Linked In, to truly define an expertise.

I was at a networking event last night when a 64-year-old gentleman and I sparked up a conversation about Twitter. He put me on the spot asking: "How many Twitter followers do you think I have?"

My response: "Seven."

He said "25,000."

My jaw dropped. He's an insurance agent. He uses Twitter for business and he's worked his tail off to grow his followers to more than 25,000. He peppers in some personal vices into his Tweets, i.e. his favorite wines and travel destinations. However, his primary focus is business and Twitter has helped.

We firmly believe Twitter is the most resourceful of the social media assets a company can adopt. All Points PR uses social media for our own business, and also lead the creation of pages and day to day execution of Twitter for our clients and primarily franchise companies.

No matter if it's a B to B or B to C company, All Points Public Relations has creative engagement plans that cross business types and business sectors, all in an effort to achieve set business objectives.

Has your franchise company made a strong attempt at social media? Do you have a bad taste in your mouth from poor performing social media and public relations agencies that provided ineffective services? All Points Public Relations, Chicago-based PR firm focused on working with franchise companies, has proven to drive powerful results with strategic public relations and social media tactics.

Give us a buzz and we can talk about getting social together to build your follower base to 25,000 and well beyond.

Greatness is earned. It's not bestowed upon us like some right of passage.

I recently read a Joe Krauss (partner at Google Ventures and co-founder of Excite.com do you remember that search engine?), article on Tech Crunch discussing how business owners and leadership often underestimate the value of some core marketing functions because they've never worked with "greatness" at that position.

He specifically discusses public relations and you know that grabbed my (Jamie Izaks) attention.

How long does it take to earn a "greatness" distinction? And who bestows it upon us.

Joe does a nice job defining the terms of greatness with his recent piece. Here's a link to it: http://goo.gl/uwJHW

For All Points PR, I think it takes a level of service that 1) our clients have never received before from a PR Firm; and 2) goes beyond expectations in terms of client communication, packaging/deliver of service, and results.

There is no better feeling than listening to our franchise clients clearly express that we've exceeded their expectations for a PR Firm. It's what we strive to hear from them. We want to open their eyes to the power of Franchise PR helping grow their brand through franchise development publicity, national PR, local market franchise PR and social media.

All Points PR has certainly been great and showcased greatness several times. We're aiming to earn that distinction from our clients each and every day, and with every interaction.

Has your franchise company been burned by PR firms before? Do you have a bad taste in your mouth from poor performing public relations agencies? Do you question the need for PR? All Points Public Relations, a Chicago-based PR Firm focused on working with franchise companies, has proven to drive powerful results with strategic public relations and social media tactics.

Give us a buzz and we can talk about achieving greatness together.

For the better part of the last five years or so, franchise sales teams around the country have contemplated the importance of social media in the franchise sales process.

They've asked, "Is this the magic bullet?" And, they've pondered, "If I create an incredibly dynamic Facebook page, will I attract a greater number of qualified franchisee leads?"

The answer is "NO" to both these questions.

Like other elements of the marketing mix, it is important to put your best foot forward with a well-planned social media strategy that can be launched and maintained within budget. Similar to direct marketing, working with a public relations agency such as All Points Public Relations, or banner advertising, social media should be used as a call-to-action marketing tool, that promotes brand positioning and helps sustain and enhance brand loyalty.

There are several social media intricacies that make it unique, such as the fact that it allows proactive promotion, and reactive promotion, both relatively instantly without needing to bust through concrete barriers. But, social media needs to be weaved into overall brand strategies.

Social media is a MUST DO. It is a catalyst for sharing the good a i.e. news stories secured through public relations efforts can live longer lives by leveraging social media pages. And, social media is a way to offset the bad - i.e. responding to negative customer experiences.

All said, social media is an important part of enhancing the franchise recruitment effort, but alone, it is not the secret weapon that some are still confused about it being.

Is your franchise company prepared to move forward with a social media plan that improves franchise sales processes? All Points Public Relations, a Chicago-based PR firm focused on working with franchise companies, is experienced in planning, executing and driving powerful results with strategic social media tactics.

Give us a buzz and we can talk about designing a social media strategy.

When it comes to getting the buzz going for a new business, there is nothing better than securing publicity in the local press.

Depending on the business and the grand opening plans that an owner wants to put into motion in terms of events and activities, the publicity can take several forms. This may include publicity in local newspapers, magazines, online, television programs and radio stations.

Regardless, securing the kind of publicity that makes a difference is why you hire professional PR firms such as All Points Public Relations. Fact is, new businesses open every day. Sharing with members of the local media that you are opening a new business may get you a few mentions and brief articles, if anything. But, a publicist who understands what compels reporters and editors to write feature stories will find the right hook.

For instance, when we work with the press on behalf of our clients for new openings, we always share a noteworthy human-interest angle/hook that elicits triumph, motivation and emotion. We share story lines that demonstrate overcoming the odds, beating personal and professional challenges, and living out ones dreams to bring a new business to life, whether that relates to management or ownership.

We know that starting a new business comes from the heart and takes endless devotion, commitment and time to get off the ground. That emotional element is what moves the press to write stories that can connect with customers and create an opening sales swell. It takes skilled publicists at a talented PR firm to properly pitch the press, write impactful press releases and secure the coverage that generates responses and heightens awareness. The short-term benefits can have long-term impacts. And, the advantages of great press coverage largely outweigh what paid advertising will get you.

If you are in the process of planning to open a new business and are seeking grand opening publicity, All Points PR can help.

The images from the sunken Costa Concordia send chills up my spine…they are flat-out frightening.

The deaths and consequences are too much to comprehend for those of us who couldn't hear and feel the tremors of a massive structure sinking into the sea.

We are left only in our own thoughts and conversations with others about the situation.

Costa Concordia itself is shaping our perspectives they've made some bold moves and statements since the horrifying accident. One thing I noticed immediately was their public relations stance placing blame directly on the captain it was "human error" they said.

And, it very well may be. For Costa Concordia, that course of blame has led to headlines blasting the captain…and he'll be in court to discuss the disaster.

I came across a well-written PR analysis of the how Costa Concordia has handled the crisis thus far from a communications stand point.

I know this is meaningless compared to the loss of life, but when company crises happen, the communications plan is critical. I've seen the impact in the travel industry as well, from my days at Hyatt Hotels. I've also worked on crises communication plans for restaurant companies, gyms and many other industries.

If crisis communications is a concern of yours, have a plan in place and put it into action when the unexpected occurs. All Points PR can help.

I have the utmost respect for the brainpower contained within the leadership teams at my clients' organizations. Many have either launched the enterprise, worked within the organization for decades, or have contributed significantly to the industries in which they work.

In fact, by most standards, they've achieved expert status in their given fields. They've written books, given powerful presentations, taught at universities, mentored and launched careers for others, and do all they can to stay up on the industry by constantly reading.

Knowing that they have a wealth of expertise and experience, as publicists we can leverage their intimate knowledge on a subject and position them for interviews more easily. It is helpful in both proactive media pitching, as well as reactive. In the first instance we are pitching reporters on ideas, in the latter, reporters have already began working on a story and are seeking experts for their piece.

Now, it should be said that these expert opinion/quote opportunities rarely result in full-feature stories on our clients. Rather, our clients are quoted as an expert, with their companies and specialties noted.

Nonetheless, it is a great way to build awareness and maintain visibility in an industry and reinforce the expert status.

Expert positioning isn't the only way to get the good word out for our clients, but it is a tactic that provides benefits on many levels.

I tuned in to CNN the other night to find myself once again captivated by the storm Penn State University officials have created for themselves.

What caught my attention this time though was the reporter in the field relaying her perspective back to the anchor in the studio. The journalist in the segment was on Penn State's campus. It was Sara Ganim, the local newspaper crime beat reporter who broke the story.

She's now become a contributing reporter for CNN. A small market newspaper reporter in central Pennsylvania is on CNN in just her mid-20s, leading the coverage of one of the year's biggest stories. It honestly elicits a rage of goose bumps.

As a former media reporter myself, and one who loved nothing more than breaking big stories, I am tickled by what Ganim has accomplished. She's talked about what it took to break the story. Good, hard core local reporting…knocking on doors, getting escorted off of private property, scouring through piles of police reports and keeping her nose close to the story's trail…all the things die-hard reporters love to do, but rarely have the opportunity to take on given the focus on news of the day stories.

These are the types of stories newshounds crave, and the best and brightest of them get done right. Sara Ganim dug deep, developed credible sources, connected the dots that led to extremely prominent figures, and by all measures was very responsible in her work.

I point this out because I am genuinely impressed with her work. I communicate with reporters everyday and it takes a special journalist to make me pause and appreciate their hard work and commitment to journalism.

Newsbreakers like Ganim are just the kind of contacts we like to make at All Points Public Relations. Our media relations programs focus on building trusting relationships with high quality reporters, which we cultivate by bringing them storylines we develop for our clients.

A good portion of All Points PR's business is outside of Chicagoland and even outside of the Midwest for that matter. But I am no fool when it comes to the importance of focusing a strategic PR campaign for All Points right here in my own home market.

So, yes I'm marketing and activating programs to build awareness for the business to my niche industry and the national audience on several levels, but I'm equally as focused on heightening visibility in the Chicago suburb where I have my office and throughout the greater Chicagoland area.

I am thinking global and acting local (while still acting global too or in this case across North America).

Local public relations is a cost-effective way for me to spread the word, build interest and generate leads. Utilizing PR, I've secured feature stories in my home market that have resulted in new business opportunities. What happens is: neighbors, acquaintances and others in the community see the news coverage, spread the good word and inquire about our services. Seems like a natural chain of events.

However, all too often companies that do business outside of their own home market primarily forget that there is an audience right in their backyard.

Here in Chicago, we get the sense that United Airlines markets a bit differently to their hometown audience the same for Motorola and many others. They are passionate about their local customers, conducting PR campaigns focused on media coverage with major Chicago media and news organizations in the suburbs that many of their employees and neighbors read, watch or listen to on a regular basis.

All Points Public Relations has more information to share with you about our comprehensive public relations services, including local market PR. We'd be happy to share our own achievements with this tactic and the successes we've had with it on behalf of our clients.

This week the International Franchise Association (IFA) announced Bill O'Reilly as its keynote speaker.

I'm truly very excited to hear him. This is a great selection.

Steve Caldeira, IFA president and CEO said in a press release, "Bill O'Reilly's views on politics, business and the overall economy, particularly in a presidential election year, will be well-received by the anticipated 3,000 convention attendees, which include thousands of franchise business leaders and industry suppliers."

I agree with Steve. Bill O'Reilly's viewpoints on business align with those of IFA members. When he speaks to the huge IFA audience, I expect O'Reilly to be fiery and controversial. He'll blast several in office.

I'm not saying I'll support or argue with what he has to say, but I am saying I expect it to be an entertaining 45 minutes to an hour.

Kudos to the IFA for being bold in its selection.

What are your thoughts? Chime in here.

Today I went to the dentist and the hygienist was talking about an idea she had to start a business. She said she was going to create a one-sheet marketing piece to slip under doors of potential clients. That was her major marketing push to launch the business. She asked my opinion.

Obviously, I said she needed a cost-effective, strategic PR campaign aimed at earning bright, big media coverage that will drive client acquisition, retention and loyalty. She honestly has a good business idea.

However, PR and the one-sheet are not enough. You have to marry that great idea and the marketing campaigns that are occurring offline (PR and the handout) with an online strategy. Now, she is a bit older than most of the savvy online marketing crowd, but I told her she needs a dynamic website and a strong, persistent social media campaign that engages her customer base and others who can spread the good word for her.

We spent a good amount of time talking about the complexities of social media (o.k. she talked and I kind of grunted as she hacked away at my teeth). The timing of this discussion couldn't have been more appropriate.

This week the global business community is engaged in Social Media Week. Sessions are being held around the world. Personally, I've been tuning in to the free online streaming video of the discussions at www.livestream.com/smw_chicago1.

Is there a silver bullet that works in social media? No. Does an effective strategy take some trial and error? Yes. However, ultimately it needs to be married with what you've developed as offline marketing tactics. Just as TV ads are consistent with newspaper ads for most campaigns, your Facebook, Twitter, YouTube and LinkedIn messaging should be equally integrated across the board.

The talented professionals at All Points PR have successfully developed and implemented several social media plans for our clients. We encourage you to ask us about the ways we've driven the bottom line and spread awareness for our clients. Look us up on Twitter, LinkedIn and Facebook to engage.