Converting to B&W. Your preferred method? (follow-up question added)

I'm starting to look at more of my photos with an eye towards converting them to black and white. There are a LOT of ways to do the conversion...
What is your preferred method? Do you use a plug-in, stand-alone program, or do it within your favorite photo editor?
Let me know!

I like Nik Software Silver Efex (plug-in for PS). Previously used PS (not just the basic tool in the Adjustment Panel).

I do b&w conversions one of two ways: Lightroom or Nik Silver Efex Pro 2. I find that I get better conversions on some images using one method while other images work better the other way. My workflow typically consists of trying the conversion in Lightroom first and if I'm not happy with it, I'll use SEP2. Regardless of how I do the conversion I add finishing touches with Nik Viveza 2 and Color Efex Pro.

Hope this helps.

Most times I look at the presets with NIK silver and see what best matches my mood and preconceptions, then play with adjustments in levels, contrast, structure, brightness. Usually there is no rhyme or reason to my few B&W

Bob, sometimes I use Nik SilverEfex, but some other times I simple use Photoshop (Image > Mode > Grayscale) and then adjust the result (Layer > New Adjustment Layer > Brightness/Contrast). Which one I use depends on the result I want. Sometimes I'll try both until I'm satisfied with one of them.

Thanks everyone! Followup question: Is anyone using the Topaz plug ins?

I sometimes use DeNoise (as recommended by John Mumaw), but if I want selective de-noising, I stick with Nik Define. I suppose I could mask & use DeNoise, but I'm lazy.

Bob, you might re-title your post so people know there's another question.

I haven't used any of the Topaz plug-ins. I use Nik Dfine for serious noise removal but for the most part I've been happy with LR's noise removal.