A lot of folks I talk to on the client or brand side like to substitute “social media” and “digital media relations” for each other, given the context of a conversation. The truth is they’re not exactly synonymous. I’m a firm believer in “all media is social,” but when it comes to talking about “social media” as a practice or service – offered or carried out -there is really only one meaning to me: listening and engaging directly with consumers as part of the social dialogue.
Digital Media Relations (aka: DMR) on the other hand is all about “relationships,” with influencers. As the digital evolution changes the balance of media – as we know it – relationships with “The Media” (any blogger or mainstream-media journalist that has influence) becomes paramount in the PR / communications profession.
Yes, the direct-to-consumer message is unbelievably powerful and cannot be overlooked, but media relations (in-terms of influencing those influencers) is evolving, not dying.
The example above with Scoble is easy because everyone understand he’s uber-connected and you can reach him through all sorts of digital channels (his, yours and the one’s you share – hopefully FriendFeed). However, all of today’s “media” influencers can be engaged (in the right way) through these touch points.