This prediction comes to you from Michael Kempner, MWW Group's CEO. He was PRWeek's Pro of the Year for 2008 and is a Democratic party heavyweight.

Kempner was a Hillary Clinton supporter , who got on board for Barack Obama after his victory in the primaries, and is raising funds for the Inauguration. His firm also contributes to the Clinton Global Initiative pro-bono. Great relationships to have given the sea change about to hit Washington DC.

Like many PR thinkers lately, he sees the roles and skills of the successful executive changing, with the need for more compelling messages for the "media"--whatever that may look like when the dust settles--and harder work to please and retain clients:

"Successful PR firms will look dramatically different in the next few years as the power of traditional print media wanes. Our unique position as the keepers of "earned media" will become less important and our differentiation against other marketing disciplines will lessen. Our key will be to lead this change--to bring a unique and compelling perspective to the media of tomorrow. Public relations will look, act and feel very different. The skill sets will be different and the model will change. However, critical issues like trust, consumer engagement, reputation management and enhancement, and deep commitments to client service will become even more important. The winners will learn how to "individualize the mass." More than ad agencies, who are stuck in an old model, PR can and should be the leader of marketing in the next decade and in the decades to come."

--Michael W. Kempner, CEO, MWW Group