New plasma owners a very concerned about burn in. I was and still am concerned but have stopped worrying constantly about it.
If you turn off your cable box or input feed and leave the plasma on, you will probably see "burn in" shadows from the logo or station/cable id boxes at the bottom (my system) of the screen.
The first time I noticed this I freaked out because I thought I had been very cautious in my plasma viewing during the intitial month or so.
Turn off the plasma, wait a few seconds, and turn on the plasma. Those shadows should now be gone as the electric charge in the plasma screen has been reset. Alternatively, use the "burn-in reducer" screen (if your plasma has one) for a couple of minutes. Turn off the plasma, wait, and then turn it on again.
If they are still there, then you may have a small burn-in issue.