Folks in the PR industry love to highlight the differences between "traditional media" and "emerging media." TV spots, radio ads, and billboards represent examples of traditional media, whereas emerging media generally refers to online outlets like websites, social networking, and online advertising. The biggest misconception is that these two forms of media are mutually exclusive. Entrepreneurs who are successful and savvy find ways to have these outlets work in tandem

For instance, just this past month Blue Archer did some promotional radio work here in Pittsburgh. Because we feel that our website is the best sales tool we have to promote our capabilities, the most imperative part of our radio spot was to mention and spell out our full URL, www.BlueArcher.com. Rather than encouraging listeners to call a phone number, we were able to use traditional media to push our emerging media form, thus resulting in the best chance for a sale.

If your business strength lies in your website, social media capabilities, or some other form of emerging media, then traditional media can still prove to be a valuable tool to help promote your brand. Always look for areas where a little bit of extra thought can turn a TV spot or tradeshow event into opportunity for you to highlight your strengths. Sometimes it's as simple as putting your URL on a pen. Conversely, don't shy away from using emerging media to gain feedback from your constituents. One of our clients whose sales are based on long-standing client relationships recently used a Twitter account as a way to solicit feedback on their products and the way they are marketed.

Don't make your decisions about marketing and media a zero-sum game. Learn to find your strengths, balance the old and the new methods, and when in doubt, stick a URL on it.