One of the things that I was really wanting to ask you about today is in addition to events your public relations firm can you outline for people who may not be clear on the distinction like where's the line between marketing and public relations and why would a company hire a public relations firm for

example? So it's quite interesting because marketing is paid exposure when public relations is a natural exposure.

However, you're still paying for that person to get you that natural exposure.

But marketing is more segmented and public relations is quite broad and generalized.

So I mentioned before that marketing is very much creating that demand or in public relations is creating that trust.

not so much looking at the brand itself, whether it be a logo or an image or something, you're looking at the person.

So for myself, Dash Productions, Dash is the brand, I'm the person running it.

it crisis relations crisis communications yeah you know something a lot of people don't think about is like Do you have a plan when something goes really wrong? How do you approach that? Can you give me an example of what that might look like for a company and how you'd respond?