Blogs & RSS, Threats to PR?

Via PR Machine an article by Media Guerilla that questions whether blogs and RSS threaten PR. The article does well to answer the question "Do companies need a full-blown marketing or PR department when the employees themselves and the conversations they have on blogs are getting the corporate info out more effectively?"

The smart marketing folks recognize the potential that blogs and syndication standards promise, but they're also exercising some patience and respecting the fact that there's a culture and community-feel to blogging and rushing in like a bull in a china shop is a HUGE mistake -- although I fear we'll see some of this play out publicly in the near future.