In the midst of an economic downturn, PR agencies are looking for strategic ways to grow their business. For some this means launching new practices or capabilities. Several firms have recently launched digital and social media offerings, ranging from a traditional social media practice to a Twitter-monitoring service. Initiatives in the digital space bring many benefits to agencies as they look to set themselves apart during the recession.

Laura Borgstede, CEO of Calysto Communications, says the economic downturn offers ...