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The "talking chiefs" have proved not only that they are necessary in the vast free market of ideas that is the U.S., but also that they are getting more responsible as their influence increases. That process of improvement can only be furthered if the rest of the U.S. observes their work a little warily, but with understanding. Princeton Professor Eric Goldman believes that p.r. can be an indispensable asset to U.S. society in reconciling the profit motive with the public interest. To the extent that p.r. men respect the intelligence of the public, the public will respect them, as helpers in the increasingly difficult struggle to unravel the complex situations and cryptic messages of modern life.