 If you are the one defining the problem you will also be part of drafting the solution to that problem and that is the key element of successful public affairs and therefore public affairs strategy. The second part of that is packaging and by packaging the solution you formulate the whole solution and the whole process and therefore you have your public affairs strategy. You need to be embedded in the policy arena or on the policy arena to really participate and to understand what's going on there but it's not the only thing. More and more increasingly you need to combine that understanding with a firm understanding of communication in general and that specialization is increasing. That means that we need to understand the industries, the specific sectors where our client today exists. We need to understand their business realities and put that into a context of the policy process. You can see politicians, media, editorials, opinion buildings, NGOs, etc. On a very early stage start inducing social media in general and today they are driving a lot of that. Opinions are today created instantly and needs also to be answered. It's an ongoing conversation that they participate in. So that means that for us today as public affairs experts we need to understand social media. We need to be very engaged in social media. We have parallel examples of how we've been working to set that agenda through social media. The last election for example is a good one where we through what we call the job grill have put out a number of issues and questions concerning youth unemployment. The public affairs definitions and how the market is characterized is quite different if you're talking about an emerging market or a very matured market. If you're talking about a very transparent democracy or if you're talking about something completely different. That gives opportunities for your taste of course but it also limits possibilities in a way.