I just got off of the phone with a person at a marketing agency. Her and a few of her colleauges have been checking out HubSpot quite frequently. Unfortunately, she told me that her principle will never really adapt to online marketing.
I'd suggest getting a new job if you're in that situation.
Here's a great post by Paul Roetzer at PR 20/20, a HubSpot client and agency for many HubSpot clients about how PR is changing because of the web.
Paul talks about 3 big trends affecting PR which presents 3 significant opportunities for firms that are willing to transition from traditional agency to traditional+online agency.
- Social Media
- Self Publishing.
How Social Media & SEO can be supported by Public Relations - are 'talked to death' topics. However, I particularly like his paragraph on Self Publishing:
Press Releases, blogs, eBooks, white papers, by-lined articles, newsletters and online magazines are now being written with keyword-rich content and distributed with the goal of building Website traffic, inbound links and leads.
If you're in PR and you're not practicing PR this way, you should probably get a job elsewhere. Maybe you should send your resume to Paul.