PR Week’s feature on RSS is a good introduction to the subject. The writer cites a range of opinions from the US, Ireland and the UK: among them Phil Gomes (the world’s first PR blogger), Tom Murphy and Stuart Bruce.
Even better, the souvenir retrospective on 21 years in the PR industry (pdf download) is a recommended read.
PR Studies 
Is this article featured in the UK hard copy version too? I think it will have more prominence if it is.
Unfortunately, since the PR Week magazine turned subscription based I haven’t been able to check.
It is a three page feature in the print version, flagged with an intro on the front page.
Oh, wow… They really reached back and pulled a chestnut out of the wayback machine. (The quote they cited was from an ExpertPR article I wrote in April 2003, which eventually became a whitepaper that I’d rewrite if I had the time.)