By Maury Tobin

Chris Krese, a PR executive with the National Association of Chain Drug Stores, has a simple message for those who say that because of social media, outreach to the news media is no longer necessary for brands and organizations:

“I think it’s a real mistake to go straight to social through an unfiltered mechanism because it’s your perspective solely being put out there.”

Krese says the process of having journalists and news organizations ponder your stories and “come at it from [a] variety of perspectives” adds credibility to your organization’s messages and campaigns.

We agree.

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Maury Tobin is the president of Tobin Communications, Inc., a firm he founded in 1996 that provides integrated campaign and digital services. Tobin earned both a Bachelor of Arts Degree in Interdisciplinary Studies and a Master’s Degree in Public Communication at American University.