There’s no question that social media has upended things in the PR world – not to mention the traditional media world. However, in times of change it’s easy to be a revolutionary and kiss off everything that was old. So of course we are serenaded by a ready band of social media flag wavers ranting “Traditional media is dead.”

The fact is that traditional media is not dead – it’s fueling social media.

A recent study for instance found that 95% of local news is being created by newspapers, not blogs or other social media, which are simply regurgitating what they find in papers.

I was thinking about this when I read an interesting post by Len Stein.  As Stein puts it:

“The most productive PR path, in my humble opinion, is still a blended approach to social and traditional media. In fact, traditional media coverage in atoms and ink publications, or digital hybrids like MarketingDaily, provides the material to drive social media campaigns — i.e., one needs something to Tweet about, to post on Facebook and LinkedIn and to email.”

While I agree with Stein that you need to reach out to people on all platforms, to create a crescendo of influence online, I don’t think you necessarily need to start with traditional media. Of course, the approach of a major media hit amplified by tweets and retweets building to an overall orchestral melody on LinkedIn, Facebook and other social media can be effective. Similarly, you can start with Twitter, have your news picked up by a blog and then have it reach mainstream media much as in the old days news would trickle up from trade press to the New York Times to CNBC or CNN. Check out this story about a firm that did just that becoming an overnight media success story in the process.

The fact is that right now there is no one-size fits all strategy. Instead, what’s important is to begin at the beginning –- with strategy. Ask yourself: Where can I get the most receptive ears for my story? The most effective megaphone?  If you’re story is all about social media, I would certainly start online.

Interestingly, traditional media still has its hold with many clients and investors. Most of our B2B clients care a lot more about being written up in the New York Times or Wall Street Journal or being interviewed on CNBC than appearing in a top-rated blog. And, of course there can be tremendous value in terms of credibility, branding and cachet in getting into top traditional media. It also says to the investor class that you’ve arrived. You’ve gotten into the exclusive club.

So where does this leave you?

Think about telling your story in multiple channels and multiple ways. Sure, tell it to the traditional media, the trade media, local media. Talk it up on Twitter, Facebook, LinkedIn. Post it on Delicious, Digg and other social media. Announce it in a video, a podcast. Expand upon it in a whitepaper.

I especially like the way John Kewley of BrainRider explains how to propagate your content online:

“Link to the resources on your website from your Twitter account. Use Google Adwords to help prospects find you. (Bid wisely on the keywords your prospects are searching for.) Write guest blogs. Comment on leading industry sites. Write articles for traditional offline media like newspapers and business publications. Speak at conferences. Start a LinkedIn group. Seed the web. Seed the world.”

How are you seeding the world? I’d love to hear from you.