Kami Huyse has a great post on "online reputation management in a Google world". This is a constant weakness for PR people so have a read and click through the presentation.
Trevor Cook links to part of a document on Edward Bernays, the "father" of Public Relations. Some of it makes uncomfortable viewing
Andrew Smith makes a great point on the importance of analytics for marketing and PR moving forward. Online is a great medium for measurement and god knows that’s a sore area for PR. As I always say as long as PR agencies view measurement as a "competitive differentiator" you know we’re having problems.