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This originally appeared on my blog on July 10, 2008.

In late April, I wanted to start exploring different ways that we can now pitch media. Besides my page about how to pitch bloggers, I looked into the new way of pitching via Twitter in my post titled,"Brave New World of Media Pitching: Twitter."

Social networking is a new avenue for public relations professionals. From my perspective, LinkedIn has some interesting opportunities.Here's my look atLinkedIn in the brave new world of media pitching:

Make Connections: LinkedIn's core purpose is to make connections - either with people you know or people you want to know. If you're seeking to connect with a journalist, you can request a "linkedin" connection to make an introduction. Rather than send a blind pitch to a reporter, what's better than a friend making the pitch on your behalf?

Research Media: I was recently searching for a reporter to create a briefing sheet and found the reporter's LinkedIn page. Doh! I can't believe I didn't consider this in the past. LinkedIn is rich with information about a person's background. Leverage LinkedIn to research reporters - where did they work in the past, titles, and other pertinent information. This provides incredible insight before you pitch the reporter as well as to prep your spokespeople.

LinkedIn Answers:LinkedIn Answersprovidesan opportunty for PR to participate in or start a conversation on relevant topics.Certain topics can also showup high on a Google search, which helps if a reporter is searching on a specific topic. In the end, you never know how a reporter gets her inspiration for a story and if she needs sources.

What other ways are you using LinkedIn for media outreach?

UPDATE: Just saw this post by Lewis Green of BizSolutionsPlus regarding value of LinkedIn.

Other posts in the "Brave New World of Media Pitching" series:

Brave New World of Media Pitching: Twitter