Just pawing through the newly released PRSA/Bacon's 2006 State of the PR Profession Opinion Survey. Two survey responses stand out in particular...
"How important do you think each of the following trends are to the public relations industry and your practice of the function?"
"Proliferation of new communications channels..." was the top answer.
and
"Which one of the following do you consider to be the profession's greatest, single challenge?"
Answer--"Upholding credibility within an environment where the lines between PR, advertising and journalism are growing increasingly vague."
The survey is a good read and it's free with sign-up.