PR: Not rocket science
He writes, "Public relations is a field in which scholars devote their lives to researching models and theories. You can earn a doctorate in PR." Later he adds: "To insist that the profession use a tool one way or another—or to abandon it altogether—is no different than me telling NASA engineers which tools to use to build their next-generation spacecraft."
Sorry Shel, but I have to part ways with you here. Those of us whose specialty is human communications, including journalists, shouldn't confuse ourselves with rocket scientists. Everyone who can read, write and/or talk is in a position to take our job away. No degrees or dissertations required. They just have to do it better than we do.