A couple years ago I started to notice that certain writers and producers were much more comfortable engaging with me on Twitter than on the phone or via email. I'm still not sure why this is...perhaps they noticed my sarcastic sense of humor (which appears to be a requirement for a true journalist these days) or maybe they feel protected by 140 characters. (Face it, we PR's do tend to go on and on...and on sometimes.) Whatever the reason, we've been using Twitter as an effective pitching tool for the past year now. Despite the "real time" aspect to the tool, I'm warning you it's not necessarily a fast method. However, if you invest some time you may find some huge payoffs down the road. Here are some simple steps to engaging media via Twitter.