Great article from PBS’ MediaShift:

But how do…PR professionals identify the Who’s Who in their clients’ niches? And once they’ve identified them, how do they approach them for coverage? With nearly every major and minor industry spending more money on social media strategies, publicity professionals are scrambling to locate and develop relationships with those who they think will have the most influence in a particular field. But in a world with millions of active blogs, Twitter accounts, and social news users, how do they break through the noise to identify and persuade the key players?