One of the new aspects of online PR, as compared to the traditional type, is that you actually measure the success of your efforts. I’m not talking about seeing how many blogs you pop up on, although that’s still an important measurement. Online, you can track how many people thought enough of your placement to click through to your website and get more information or buy something.
If you’re an old school publicist, that sort of accountability might be a little scary; you can actually have sales targets you need to achieve. But I tend to think of this as a positive advancement, where everyone in the marketing department can be held accountable for the success (or failure) of his or her efforts.