Valeria Matoni raises an interesting point about the future of PR. In an article entitled PR 2.0 is free she talks about the role of the connector shifting from main stream media to the masses. Today anyone can be a trusted source of news and as a result, PR efforts can easily be fragmented. With the advent of RSS Feeds media becomes self serve, as we find the sources we trust, who serve just the content we want. She says:

More conversation, less persuasion. PR 2.0 may move freely through media, it most certainly requires thoughtful preparation and consideration for it to be a benefit to both its creators and its intended recipients

So where does this changing role leave the small business owner who is looking for publicity? Become your own newssource.  Write about what is happening in your business and your industry.  Make your blog a go-to place where you share information about you and others.