I recently caught up with Doyle Albee, the President of Metzger Associates. We both know the pain of having to turn down good people and causes looking for pro bono help. So in this 4 minute video (and yes, as a matter of fact I do know that my hair looks awful), Doyle and I talk about some ways in which smaller organizations can approach their PR needs, both through traditional PR and through Social Media.
In the video, Doyle references the idea that Social Media is like a cocktail party, which we absolutely agree with. There is a book by that name that you might want to look at and also David Meerman Scott speaks and blogs about that subject too.