You’ve spotted the following stories. These show that you can no longer choose between online and offline PR, but should think more broadly about problems:

London Fashion Week: followers of fashion (PR Week, suggested by Eva Liba)
Four Reasons Why Marketing Strategy Needs Good Stories (The Conversation, suggested by Stephanie Theocharous)
13 Tools to Simplify Your Social Media Marketing (Mashable via Laura Cavanagh)
Social media fuels boost in empathy among teenagers (PR Daily via Josie Latham)
How an African chief uses Twitter to keep the peace (Mashable via Josie Latham)
Is PR on the same channel with Social TV? (Jeff Domansky via Mridula Arora)