BusinessWeek's Stephen Baker wrote in his Blog today about teenagers and the media. He addresses newspapers and television and the the need for an on-demand medium in order to reach them.
http://www.businessweek.com/the_thread/blogspotting/archives/2005/11/newspapers_in_t.html
The teenagers in my life would rather surf the net for information than pick up a newspaper or watch the news. If young people don't read the newspaper (and never will?) and if they don't watch TV, how will they get information in the future? How will they know information is from a valid source? How will this impact the way media works? The way companies and PR agencies communicate? My next read is "We the Media" in an attempt to grasp this.
It's unlikely that youth will change the way they gather information as they grow up so PR professionals will have to change they way they communicate to this audience.
It's also likely that youth will be the one's to use blogs both to gather information and to create it. Not only will they be controlling the way PR practitioners communicate in the future but in many cases, they'll be controlling the message.
See Stephen Baker's Blog Entry Here: