Online PR needs resource

I was chatting today with someone who works in the press office of a 2,000-employee organisation. I was being asked for advice on online PR and I offered a few pointers to get them started.
The question of resources inevitably came up - how can proper attention be made to digital media when everyone is already at capacity doing 'traditional' PR?
It was at this point I discovered that in this 2,000-person organisation there is only two PR people and no agency budget.
I don't suppose that is very unusual. No doubt many organisations have tiny communications teams. But it made me realise that there is only one way to do digital PR properly - and that is to redirect resources away from traditional media.
Don't stop writing press releases though - just make sure they're visible online.