Social media’s newsworthiness: trend or paradigm?

Adam Singer from TopRank’s Online Marketing Blog makes a case for social media in PR strategy.An interesting idea he presents:

PR has changed – pull is now more effective
Pull PR is superior to push, there is no escaping this. A (not so) secret part of media is this: media report on media. It’s so simple, yet so overlooked. By becoming media you embrace a pull strategy naturally and will attract attention from all other types of media – both professional and amateur.

And I believe it.  Just as Zara gets burn from its just-in-time business model, organizations are currently seeing earned media results from social media innovations. But, the contrarian in me how to wonder: is this stractical or  simply novelty? That is to say, if social media is a trendy topic in mass or otherwise credible media right now, what happens when it becomes old news? Is this argument for social media right or right now?