The latest issue of Communication Director has been on the streets for some days. Piet Verhoeven and I have a piece in there pushing the usefulness of social theory for practitioners and scholars alike. We argue that it is difficult to chastise public relations practitioners and theorists for keeping their noses to the ground and not taking a broader social theoretical perspective. There is, however, a pay off for those willing to think in broader terms, looking beyond what is immediately useful for an organization. Social theory can help provide a basic understanding of the societal role of the practice, and its ethical and political consequences.