For authors to reach people through each medium, they’ll need to shape a media pitch that fits in with that medium. Obviously, a pretty face or a cool visual goes well on TV, not so much on radio. And if you influence people best with your written words, a bylined article for a publication or website could be the way to go. Perhaps you are an interesting personality who can constantly dish out content. Social media would be your best option.
Every media outlet is important, and each medium is significant.