If I spend one more hour on Facebook my eyesight just might go blurry. Between Facebook, LinkedIn, and Twitter, I have tweeted, befriended and connected with an ever-growing list of interesting professionals. To say social networking is the new PR is pretty accurate. After all, you can now not only create personal profiles, but business ones as well, and network online like you do at a business mixer, only in your PJs. However, don’t throw the baby out with the bathwater. While new media is clearly a direct way of connecting with new customers and, ultimately, the consumer, traditional PR – garnering favorable ink in the press – continues to hold its own. And when it comes to complex brands – meaning you have layers of services and products to think about and choose from – five stories in your local newspaper could just build your brand better than tweeting, or being followed. A survey by Text 100 and Context Analytics found that “on average 27% of brand value is tied to how often the brand name appears in the press.” So if your customers need to do more research on you and what you have to offer, “editorial content that results from PR can account for nearly half of brand value.” Just like direct mail, traditional PR is not dead. It offers a credible way to build a brand foundation that you can tweet about.