Open source PR?

From Internetnews:

The tried and true marketing and PR departments may one day make the endangered species list thanks to a rush of corporate interest in blogs and RSS feeds.
The question by some is, "Do companies need a full-blown marketing or PR department when the employees themselves and the conversations they have on these blogs are getting the corporate info out more effectively?"
Anil Dash, vice president of Business Development at Six Apart told internetnews.com. "The combination of update notification when information is updated or changed and the ability to deliver content to a person on any device or in any place is extremely compelling from a business standpoint."