This list here is from the book "The New Rules of Marketing and PR", from David Meerman Scott. I think he really hits the mark with it, and I can confirm most of his findings from our own work in online marketing.

• Marketing is more than just advertising.
• PR is for more than just a mainstream media audience.
• You are what you publish.
• People want authenticity, not spin.
• People want participation, not propaganda.
• Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.
• Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of under-served audiences via the Web.
• PR is not about your boss seeing your company on TV. It's about your buyers seeing your company on the Web.
• Marketing is not about your agency winning awards. It's about your organization winning business.
• The Internet has made public relations public again, after years of almost exclusive focus on media.
• Companies must drive people into the purchasing process with great online content.
• Blogs, podcasts, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.
• On the Web, the lines between marketing and PR have blurred.