I've always liked the way this guy thinks:
Content providers will be more important than communicators. Grocery store web pages already have nutritionists providing weekly columns. The nutritionist brings knowledge beyond good writing and speaking. Perhaps there is a communicator in the background doing the editing, but there is no gatekeeper function between expert and audience.
I am convinced many communicators today will not transition to network-centric communications. They won't know what to do, and they will fall by the wayside. Part of the difficulty they will have is that traditional media are not going away soon, so they will delude themselves into thinking there will continue to be work in techniques they know.
Read the rest at Jim Horton's Online Public Relations Thoughts