Take a look at the following two blogs which are tackling subjects close to our current discussions.
Richard Edelman, I have mentioned before, but he is back to best form with a recent blog, Be it Don't Buy it,(Oct 11th 2007) "PR should stand for Public Relationships". His blog also links into a recent forum held by Forrester, the business research and information organisation which provides further insight into the changing focus for PR and role of online.
Take a look at David Phillips site, LeverWealth David ran the course at Bournemouth last year and is a leading academic and consultant in the online environment. He is currently working on a new version of his book, Online PR. David's site is a good one for covering online PR issues and is well worth following throughout the programme.