One day, when sending a Twitter pitch to a reporter, I thought to myself: "Just seven years ago I was blasting an impersonal fax to a list of 100 nameless reporters and editors, then reporting the campaign's success by sifting through heaps of magazines and newspapers and working my scissoring and gluing magic to create a clip report."

Fast forward to 2012. Long gone are the days of shadowy media pitching, offline promotions, and untraceable success. Advances in the digital world have revolutionized media. Public relations (PR) digitization has improved the industry by facilitating more informal relationships between journalists and PR professionals, simplifying measurement via real-time Internet analytics, and allowing greater accessibility for the general public to influence a company's reach.

"So, where am I missing the boat on this digitization?" you ask. Whether optimizing your content for search engines or pitching your company's news via social media, you may have multiple areas in which to improve your online reach.

Here are five tips to master the digitization of public relations.