We have questions, people have answers. In this interview, PRWeek SF Bureau Chief Aarti Shah discusses, among other topics, how to pitch PRWeek ("If you want to be in our news section, pitch a campaign right when it launches - or even better -- before."), the changing industry landscape ("The rock star PR CEOs of the bubble era are - for the most part - no longer major industry players.") and social media press releases ("I'm mixed on this.")

Read on for the full interview.

What time did you wake up this morning?

7:30 am

Biggest difference between SF and NY (from your professional or just overall perspective)?

Both cities have intense imagination and ambition, but I think New York is more traditional and hierarchical. I think people in San Francisco are motivated by innovation more than money - that might be less true in New York. San Franciscans also tend to believe anything is possible, sometimes to their detriment. I think both cities balance each other nicely.

How many PR pitches do you receive daily?

It depends, but it can be 15 or more. I get a lot e-mail blasts and irrelevant pitches.

Out of these, how many would you say are useful?

I usually get several good leads per week. It's usually from people who I already know.

Best part about covering the PR beat?

It's inspiring to meet PR people who are really enthusiastic about what they do. These folks really elevate the industry and are helping it to expand, especially right now as media is being redefined. PR people also tend to be thinkers and idealists, so they can be fascinating to get to know.

Worst part about covering the PR beat?

As a trade magazine, occasionally there are some sources who are confused about our role. Yes, we support and promote the industry but we also have to be critical of it when it messes up. But I think most people get that and appreciate that the industry is stronger for it.

What blogs are on your daily reading list?

Thanks to RSS, I have more than 1,000 blogs that I skim daily. But I make it a point to read All Things Digital, The New York Times Bits blog, and, yes, Valleywag daily.

What are the most important things a PR person should think about when contacting you?

It doesn't matter how you pitch it, if it's a good story you can write it on a napkin and it'll get attention. Make sure a pitch is timely and has an obvious communications angle. I prefer the stories about clients, but occasionally an agency-focused pitch can be interesting. We obviously pay close attention to the big companies, but some of my favorite stories have been about small companies doing really inspiring PR work. I also get pitches for some really interesting PR campaigns after they've run their course. If you want to be in our news section, pitch a campaign right when it launches - or even better -- before.

Google is: indispensable, right now.

Who has influenced you most in your career?

Most recently, I'd say my former editor, Christopher Castelli. He's one of the most resourceful reporters and meticulous editors I've ever worked with. It's been years since I worked for him but he had lasting impact on the way I approach reporting and editing.

You recently asked I asked Andrew Gordon, former San Francisco bureau chief for PRWeek, how the tech sector has changed in the last 10 years. Surprisingly, he said, one of the most noticeable shifts has been in the language companies use to brand themselves. What would you say are some of the big takeaways there for tech PR pros?

I think Andrew was saying that companies aren't as egocentric as they were during bubble and they bring customers into their communications more. I think the same is true for PR agencies. The rock star PR CEOs of the bubble era are - for the most part - no longer major industry players. The new industry leaders tend to keep the focus on their agency and the work its doing rather than on themselves. That's not to say there isn't self-promotion going on because obviously there is with sites like Facebook and Twitter. But for many reasons, I think we've seen we've seen less personal hubris in Silicon Valley these days.

How far ahead are tech companies in regards to using new media in their PR programs? What other verticals do you think are doing this well? Which can do more?

I think almost every major tech company has now forayed into social media to some extent. That's a really encouraging sign. I think a lot of companies wait out different Web fads to see what's going to last and what isn't. In some ways that's good because things like Facebook haven't really worked really well for some companies. But then, Twitter has been a goldmine for new media PR. Companies that jumped onto Twitter early - like Zappos and Comcast - really benefited from that.

Have you ever received a "social media press release" in a pitch? What are your thoughts on this relatively new tool?

Yes, but not too many. I'm mixed on this. I can see the value of the social media release, especially right now. Reporters are so pressed for time but they're also trying to engage with readers across several different platforms. So if you make it easy for them to put up a video to accompany a story, the social media release might be effective. But on the other hand, most reporters want fresh information for their stories. I would think they don't want to use a prepared video or a quote that anyone could access just from going to a company's Web site. I'd rather my stories offer something new, unexpected even. But in this news climate sometimes that's a luxury and reporters have to use what's available to them.

Should PR be doing a better job of "proving its worth" in hard economic times, or is the industry already doing well in this regard?

I think it already is. The PR industry has done a great job of conveying its value, especially in Silicon Valley. There have been some instances where investors have advised companies against cutting back on PR, especially given the recession. The PR industry has done a commendable job of conveying that a downturn can be a huge leadership opportunity. I think the companies that get this will be at a huge advantage.