Everybody is on social media these days. But that does not mean you should not seek out TV interviews or turn them down if they come your way.
Some people are naturals with the media; others are horrible. But everyone should have some level of media training before talking to a reporter or going on social media.
A PR person can come to rely on the local paper as a slam dunk. The downside is when they break a scandal or get onto a national crisis involving your brand.