Here's a big picture post of utmost importance if you're looking to grow a company or PR practice. Adam Singer argues that "the key area of PR opportunity is staring nearly every company in the face." It's to recognize that every company is now potentially a media company, and to organize around that insight.
In addition to coordinating and promoting placed or paid stories/advertising, the opportunity now is to build a community of followers and customers. That makes PR practices potential publishers of their own material. But as in everything else, the first step toward a "media company" vision is to think it through -- strategy again -- and staff properly to accomplish your aim.
As Singer puts it, "to succeed you need to understand the competition, have an audience acquisition strategy and long term vision of ideas, concepts and trends you'd like to paint a story of to influence your market. This is not just publishing random ideas that tie back to a brand or product in some way, it involves thinking like an editor."
Editors today have a lot more to think about than when they were paper-and-ink strategists exclusively. Consider building a Web social network, a prime way to become your own media company. There are good books about doing that, including the Online Communities Handbook, by Anna Buss and Nancy Strauss. But you're best served if you can assemble a team of people to head in this new direction of becoming your own media company.
Read and ponder Singer's post to get a sense of the possibilities and hazards. PR is becoming an ever more activist profession, thanks to the Internet