I was sitting here wondering when a marketing person was going to answer my email (from two days ago) when it occurred to me that traditionalists will have to add a sense of urgency to their worklife in order to survive....
If your PR person is good, they'll be knocking at your door looking for new angles or trying to expand the media list, or even trying new channels. If things aren't working, they'll tell you and ask for your help to find more interesting angles...
I thought taking a look at how @bartthedog pays attention to his social media might give you an idea of how he's added more than 3000 followers in such a short time - with very little effort....