I'm not lame, so I'll avoid the laming terms... but, how about I give it to you in layman's terms?
http://en.wikipedia.org/wiki/Layman (just kidding by the way)
One of the best things you can do besides running the necessary cables is to run a piece of (at least) 1" conduit from above the fireplace to a location where you might put your A/V gear, such as your cable box, dvd player, vcr, gaming system, receiver, etc. At least a 1" piece should give you the access you need to pull MORE cables when things are done and drywall is in place. Do not run the cabling through there now as it will eat up space you will likely need later.
Things to consider: Do you want to have surround sound in the room? If so, then you need to pick a location NOW where your surround receiver will live. This location will be called your head-end, and all the cables in the room will be pulled to the head end. I personally have mine in my basement, and a secondary location at the end of my couch where I put my DVD player and PS2 at. It doesn't have to be right next to the fireplace, but you have to decide before any wires can be put in place at all.
Now, let's say you are going with surround sound. You then have to place EVERY speaker you are going to use in the room. Read some of the excellent articles on Audioholics about speaker placement and figure out the speakers you will be using. Once you have it figured out, you will be pulling wires from those speaker locations to your head end.
Now, if you ARE using an A/V receiver you should pull the minimum cables from the head end to your plasma:
1 - HDMI cable
1 - Component Video Cable
1 - Composite Video Cable
1 - Coaxial cable to carry digital audio from TV to receiver (fireplace to head end)
1 - Piece of CAT-5 (ethernet) cable
1 (or 2) - Piece(s) of RG-6 quad shield for a possible cable/satellite/antenna connnection - this will go to where your cable/sat/ant hookups are.
and that conduit we spoke of before
If you do NOT plan to run surround... You still will likely have a DVD player in the room right? What about cable/sat? Those boxes still have to go somewhere. Now though, you need to run the video, plus the audio from those boxes directly to the TV. The cable list has grown...
1 (or 2) - HDMI cable(s)
2 - Component Video cables
2 - Composite Video cables
4 - Analog audio L/R cables
2 - Coaxial cables for digital audio
1 - piece of cat-5
2 - pieces of RG-6 to feet the TV cable/sat directly.
REGARDLESS OF SETUP:
Pull at least a couple of pieces of CAT-5 and RG-6 from your networking hub (CAT-5) and your cable/sat/antenna feed location to the head end where your gear will go.
POWER: The best way, IMO, to run power is to have a power outlet behind the plasma location at the correct height (prior planning required so you don't hit the mount). Instead of feeding it directly with power, use a piece like this one:
http://www.panamax.com/products.cfm?group=1&sec=detail&id=221&ly=h
It will allow you to put the display on the same surge supressor as the rest of your gear is on and should help to eliminate ground loops.
SECOND: Make sure they pull at least one DEDICATED 20amp circuit to your head end so that your gear gets enough power and the lights don't dim. The last thing you need is a bunch of dimmers on the same circuit that the rest of your gear is on.
Don't forget the every cable should be properly marked and IDed so you know what you are looking at when the drywall is up.
There is nothing worse than having a cable outlet behind your TV and then finding out you need to use a cable box - which must be 10 feet from the TV and no feed for cable at that location. Or a TV with CableCard built in and no cable feed to the TV location. Conduit helps, but pre-planning is critical.
FYI: Home builders are clueless 99% of the time on this stuff even though they see it every day and sell it every day.
Also a good time to consider conduit throughout the house, distributed audio, etc. if you haven't yet.
And some people wonder why they should consider having an A/V consultant...