PRNewser caught up with Peter Kafka, Senior Editor and MediaMemo blogger at Dow Jones' All Things Digital at the South by Southwest conference in Austin, TX.

Here are some of Peter's tips to PR pros about his beat and how to best work with him:

> "If it's something that fits on a screen, somewhere, I can cover it. [I'm interested in] Who's going to pay for new media, who's going to consume it, what's it going to look like."

> On pitching: "Seek me out when you're not pitching something. Introduce yourself, tell me who you work with, maybe with you work with a client I want to know more about and we'll start a relationship that way. It's slow, it's difficult, it's not going to get you instant results."

> "The best thing to do is have your CEO call or email me. I know you guys [PR] don't want to do that, because you want to be in the middle of that process, but really your CEO is a smart person and they talk to vendors, competitors, advertisers, investors - all this really difficult stuff, so talking to me isn't that difficult. So if you guys want to make your money and do this well, help them connect to me, and then clear out of the way."