British sociologist Anthony Giddens says that social relations -- particularly face-to-face conversations -- are the essence of human existence. What's more, all social structures (including rituals, traditions and institutions) are artificial, he says. That is, they are created by humans, and tend to change over time. These social structures are the result of those conversations.
If you agree with Giddens, then you understand why public relations (when practiced properly) is the essential profession. PR is the only discipline devoted to studying and influencing the conversations that lead to the construction of rituals, traditions and institutions.
This is why public relations is a superior profession to law. As Bernays said: Law is based on precedent, but PR establishes precedent.
(So why do we allow just anyone to hang a shingle and call themselves a public relations counsel?)
