The Brian Solis's PR 2.0 blog has an interesting interview with Robert Scoble titled "PR is about relationships"
I'm not a Sycophantic Scoble fan though I really enjoyed reading the transcript.
The following quote sets the scene:
"As much as we talk about how to participate in Social Media, it doesn't mean a thing if we don't take a few steps back and remember that regardless of the technology, meaningful conversations are about respect and relationships. And, I should also point out that the most rewarding dialog has always been 1 to 1 instead of 1 to many, aka spam PR."