Old-fashioned PR with a web spice

Heather Yaxley has a great post on her blog about why Social Media isn't the be all and end all of PR.
I have to admit to moment of euphoria where my enthusiasm with the social media release tends to overshadow everything.
Today was a good counterpoint to that. Today was a good solid - traditional - grind of a day building up a media list of relevant journalists for a new client. Where I have bought in lists in the past for some clients, this time it is all handbuilt and checked with phone calls to the editors to check if they are interested - before the release goes out.
Although I haven't been able to get through to everyone and have reverted to emailing some of the really busy ones, it has been a good learning experience in an industry that I don't know well enough yet. Chatting to editors, if you can get their attention, is a rewarding experience and best done before the "are you going to use it?" phone call - which incidentally I hate (along with all other PR practitioners I should imagine).
While this part of the job hasn't changed for years, I did it by cross-referencing database info with internet searches, and logging the time and contacts with two different web-based applications. Which brought it home to me how social media really is important but still just one tool in the toolbox.