Memetrackers, or 'automatic dirt diggers', are the new big thing. These are the sites that allow you to see what's being talked about the most in blogs, forums and in breaking news, before anyone else in the office knows about it. For PR, you can see what's big, often before it breaks in the press.
I think memetrackers will be the new way we get news and gossip in the future. For the wired generation it's quicker, broader and more relevant than mainstream media and news websites.