Google News users are familiar with the color-coded categories on the left side bar. These categories include Top Stories, World, Business, Sports, etc. Now, Google News is giving you the ability to customize your categories based on a search query.
In the example above, I searched for google pr campaign. Above the news results, is a new button, suggesting that I follow google pr campaign news. When you click the button, the new section is created and added to the side bar.
Naturally, you need to be logged in with a Google account to use the service. However, more and more, it appears Google is ramping up for a completely social experience, if not an actual competing social network. Google News is now making suggestions with Web search (social circle) and News. With the new Google profiles, increased integration of social search results and new social navigation bar and subsequent photo testing, not to mention all its social media acquisitions, social is clearly a part of Google's strategy.