I must agree that an American novelist, screenwriter, playwright, and actor Truman Capote is right - societies often lack intelligence. Intelligence is a goal that is not easy to reach. Different levels of intelligence need a translator from one group to another. PR professional is this translator. To be able to translate from one intelligence level to another, PR professionals should be intelligent too. It is easy to understand the basics when you know more. It is impossible to understand more if you do not know. Reading as various literature as possible is a key to become a good society translator.