ABSTRACT
Public relation (PR) affects the individual's fate, influence and autonomy because it confirms that individuality matters. PR is the most effective method so far known to communicate en masse on diverse subjects while recognizing individuality is autonomous. To be uncertain is to be individual. Uncertainty guides people's shifting loyalties and principles; their feckless and measured choice-making. It is a natural counterweight to the communication of certainty by individuals and organizations. The continuation of individuality and uncertainty are conditions for PR's future. So is the growing body of knowledge produced by neuroscience, biology and the bridge to action represented by cognitive science, psychology or pharmacology. Prosthetics have a direct connection to the human mind that might help hybrid individuality cross the valley separating it from traditional, familiar and 'safe' forms of individuality. Dystopian for some, utopian for others, but communication with the external world is still needed.
