Who is Using Social Media for PR?

I've gotten quite a few comments online & offline about my previous post on Social Media Newsrooms. Mainly people asking - who is using them? does the press really want them? how could I use this for my company?

Yesterday PR Squared had a great post aggregating companies using Social Media News Releases. Seems to be the appropriate place to host a Social Media News Release would be in a Social Media Newsroom. Why go through all the trouble of creating a dynamic, engaging PR only to house it in a standard, non-conversational press center?