It was my turn to nominate a “word for the day” for my Hi-Noon Toastmaster’s Club and I selected the word counterintuitive.

For those of you not familiar with Toastmaster protocol, we try to work one new word into our everyday vocabulary during each meeting.

For those of you also not familiar with the word counterintuitive, it means something that is true, but contrary to what you would intuitively expect. I know, because I looked it up after hearing it for the first time this summer. Since then, I have heard it used over and over and over again. Either the word is becoming more popular, or I’m becoming more aware of it.

It’s a great word for describing Social Media.

I would never have predicted the level of opportunity to publish my own words online, nor the transparent sharing that has developed within what one writer so aptly describes as the “global network of digital campfires.”

(Don’t you just love the imagery? The author, by the way, is Sonia Simone, senior editor of Copyblogger and founder of Remarkable Communication. Both are resources worth watching.)

Now that I find myself sitting at those campfires every day and night, I’ve grown to embrace the candor of the culture and enjoy the opportunity to create and publish content all over the place.

Which is why a recent Advertising Age article surprised me by making big news out of PR professionals bypassing reporters to pitch directly to consumers in today’s shrinking media market. As one reader who agrees with me commented, these are strategies that have been reported for years…  “Good to see AdAge picking up on the trend.”

Some say this trend will rob reporters of their power and influence. I disagree.

When it all shakes out, I believe the working relationships with reporters will continue to be vital within the world of news — even though that world is swiftly switching from print to digital. The process of working with reporters will continue, along with new social media roles.

Like many places in today’s world, the playing field has been leveled. And as counterintuitive as that initially seemed, I’m now really comfortable with new opportunities to hit a few of my own home runs.