Like the technology and entertainment industries, the media business tends to be quite active on Twitter. (Whither the publication that doesn't have at least a basic presence?) Plenty of writers, editors, and other media pros tweet as individuals or under the header of their publication. Amy Ziari, senior associate at tech PR firm Bateman Group, offers this advice to executives and professionals on how to engage with the media via Twitter: "Think beyond the corporate Twitter handle and get involved personally. Follow the most important reporters to your company and when you have something of value to add, respond in an authentic way to their tweets--whether they're about stories they've written, anecdotes from their personal lives, or something else entirely," she says. "While corporate Twitter handles certainly have their place, the best relationships are still built on good old fashioned one-to-one human interaction. More reporters are also using Twitter to seek sources for their stories, so you never know when there will be an opportunity for you to help them out. "