Your Input Needed: Information for the Next Generation of PR Pros

I've been asked to speak to a media relations class at American University in a few weeks. In addition to going over new media tools, media monitoring, pitching basics and how to build and effectively maintain media relationships, what information, tips, advice or general knowledge should I share with the class? Students: what types of information would be useful? I'm told this a senior level class with a few graduate students as well. I appreciate all suggestions. Feel free to e-mail me, leave comments on this post, or @ me on Twitter with your recommendations. 

Thanks!