PR has emerged from its own dark ages to take centre stage in the new world of communications. The lunch-masters of the 70’s, the stunters of the 80’s and the spin-doctors of the 90’s have finally given way to a professional consultancy group who properly understand that it is now all about Credibility, Influence and Trust. 'People like me' remains the single biggest influence to purchase (68%+) and word of mouth is the key driver. Check out the latest Edelman Trust Barometer for truly insightful data. As James Stengal, the CMO of P&G put it recently: 'The mass marketing model is dead. Word of Mouth is the future'. This has serious implications for anyone who ignores the popular mood or the inconvenient truths. Alongside this, we are moving into a climate of restraint, ethics and consumer & community conscience. Brands and companies must be seen to care and must care. Big brands and big companies must be seen to act 'small'. And everyone must listen to enjoy credibility & trust.