You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract PR's New Best Friend: Social-Media-Savvy Journos A Substantial Following of a Person or News Group Can Make or Break a Story, but Engagement Counts By Alexandra Bruell, Published on September 19, 2011 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.