While institutions do not often have a hook as compelling as an eagerly awaited movie, great content is critical for media relations success--and coupling it with the right distribution channel can ensure the story finds the right audience. Even better, retooling it for several media platforms can extend the life and reach of a story. The changes that have occurred in the media in recent years seem to have resulted in more outlets, more communication methods, and more opportunities. But savvy communications professionals recognize that engaging in electronic and social media isn't necessarily about doing more, it's about using these platforms effectively to connect with many different constituencies, including some that previously may have been difficult to reach. The author asserts that social media are a growing part of the staff portfolio in most communications offices, and the management structure is adjusting to that fact. The author points out that managing today's fragmented media environment and leveraging social media are critical to press success.