In the ever-evolving world of social media, public relations professionals (PR) and journalists have more opportunities than ever to build strong relationships.

It serves each of us well to stay up on social media trends—learning faster, easier ways to share information.

With that, here are 10 of the best social media tools for PR professionals and journalists:

Help a Report Out (HARO)







Help a Reporter Out (HARO) - As a PR professional, this is by far my favorite tool. The brainchild of Peter Shankman, this is the only free resource I am aware of where reporters submit queries directly to PR professionals – no strings attached. Subscribers to the list serve receive up to three daily emails, each with anywhere from 15-30 queries per email.

What I like best? It is a win-win tool for both journalists and PR professionals.

PitchEngine







PitchEngine - The emergence of the social media release (SMR) will soon dominate in interactions between journalists and PR people. Those who do not take the initiative to learn about the “new press release” will get left behind. My favorite tool to date is PitchEngine. Still in beta stage, PitchEngine offers a full suite of Web 2.0 tools for PR professionals and journalists (i.e. links to your social network profiles, video and audio capabilities, etc…). Readers may opt to receive a release on any social networks they belong to.

What I like the best? If a reporter or blogger likes what I pitch, they can subscribe to my releases via RSS.

ReportingOn







ReportingOn - Still in its beta stage, this social network is designed for reporters to discuss their beat or stories. An asynchronistic communication style similar to Twitter, the question this time is, “What are you reporting on?” There are around 600 reporters and professionals from around the world subscribed to the network. Only time will tell if this is a viable tool, and for the time being I'm a member.

What I like the best? Journalists have the ability to tag their beat(s) making it easy for PR professionals to find reporters and offer sources.

Journalisted







Journalisted (UK) - Developed by Martin Moore of Media Standards Trust, this site is meant for consumers to search their favorite reporters and stay up to date on their work. It currently boasts more than 100,000 unique users. The downfall? It currently features only reporters in the UK. Moore says he plans to broaden the reach and is currently targeting the US.

What I like the best? PR professionals can check the site before pitching a reporter in the UK to read their recent work.

Wikis







Wikis - I’m opening up a broad category here—wiki pages. PR professionals can create a shared space in which to provide information to reporters. From interview source contact information to comprehensive product/company background, a wiki site can become a living media kit. Free wiki sites, like PBwiki, offer security features to protect updates and email notification options.

What I like the best? Wiki page(s) are created with user generated content and can be edited in real-time to best meet the needs of reporters.

Media People Using Twitter







Media people using Twitter - I have yet to find a truly comprehensive list of all reporters on the microblogging site Twitter. However, this is the closest I’ve come. A wiki site dedicated to journalists on Twitter.

What I like the best? The wiki page is organized by geographic location, offering an easy-to-use guide.

Twellow







Twellow - Seek one another out and connect. It’s a beautiful thing when PR professionals and journalists form a relationship before either one needs anything from the other. Type in a key word such as “journalist” or “public relations” (big surprise) and start following.

What I like the best? The search content is based on a person’s Twitter bio, making the results surprisingly accurate.

BeatBlogging.org







BeatBlogging.org - A resource for beat bloggers, PR professionals can use this as a source to build a strong pitch distribution list. I’ve heard from many reporter friends that more and more they are looking to blogs for trends and upcoming story ideas.

What I like the best? Participants can nominate reporters as “innovative” leaders where they may be featured on the frequently updated Leaderboard.

WiredJournalists.com







WiredJournalists.com - Created for reporters, editors, executives, students and faculty, this tool is for journalists with access to limited resources. The members of the network keep up with Web 2.0 trends and share resources with one another.

What I like the best? Even if you don’t visit the site frequently, it’s a nice resource to keep your finger on the pulse of new journalism trends.

Your Pitch Sucks







Your Pitch Sucks (YPS) - The jury is still out on YPS, but nonetheless I mention it. Submit your draft pitch to public relations experts for a serious review. They will let you know whether or not your pitch is up to par (and if it’s not they offer suggestions).

What I like the best? If you are a freelancer and need another set of eyes to review your work, this saves a few headaches.

Sarah is the director of communications at Elgin Community College (ECC) in Elgin, Illinois. She also worked for Advocate Health Care, the largest health care system in Illinois, as the manager of communications and government relations at Advocate Good Samaritan Hospital. She brings a comprehensive background in the knowledge of non-for-profit and health care management. Her personal mission to engage and employ the use of emerging technologies in all communication makes her effective in reaching a dynamic audience.

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