 So technology is reshaping the consumers and we have to shape the communication to suit the consumers because consumers are changing. Consumers are relying more on digital for communication, education and awareness and they're relying on brands and companies less for information and they're relying more on peer-to-peer information, influencers and conversations. Therefore communication in the future to such consumer has to be more content-led which is relevant and engaging has to be more full rather than push and it has to revolve around interest of consumers and engagement of consumers rather than the or the broader space messaging of brands. I only one message for the winners of 10th IP RCCA Awards that PR is far more important element of marketing mix nowadays and PR should be thought of at the marketing briefing stage therefore you must take a leap and sit with the marketeers of the marketing briefing stage and make sure that you're involved right from the beginning in shaping the brand image opinion and demand generation for the business.