all the time be aware of what i need make sure that you're not just you know we talked about greenwashing but there's a mass press release distribution press release go out to say 1500 people uh and it could be completely irrelevant to about 1400 so yeah it's it's about relationships as much as anything joe do you have lots of u.s clients and i'm sure that they do a lot of like trend forecasting and things like that which americans tend to like a lot Do you see that a lot with your clients, trend forecasting? And can you see what the next five years is like based on that?

Yeah, well, we do.

And I think that the PRs who will be successful are those that are going to evolve and adapt to the new technology and the data while still retaining the really core skills you learn as a junior and the human elements that make At the end of the day, technology can do many things, but it can't build genuine relationships or network, which are so fundamental to our industry.

And I feel that, ironically, the more sophisticated technology becomes, the more valuable human skills become.

will be.

Relationships, they need instinct, they need creativity, they need empathy, and the ability to be able to walk into a room and persuade a journalist of an idea.

I think curiosity is going to be one of the biggest differentiators.

Do you think personal brand is really important? Jo is nodding away here.