 To be in technology PR, you really have to like that pace that is very accelerated and thrive on it. Technology and innovation is moving so fast and people are disrupting industries with it. And there's a lot of build it better, change it, do it differently, make it faster, make it cheaper. In technology PR, you really have to get in and understand the business of technology companies. And I really encourage people to go learn the technologies, become an expert in information security, become an expert in mobile technologies, become an expert in e-commerce and shopping. Those are the things that will benefit you the most because the business is always stable. The tools, the channels, the tactics, the creative, that will keep changing. We have hundreds of clients in our technology practice and they range from small startups with Venture A financing to some of the largest, most innovative companies in the world. One of the things that's really important right now in technology is education. Companies are publishing enormous amounts of information and getting people to engage with them about the technology. Another important trend in technology is that innovation is now at the forefront of many companies and a lot of products have technologies behind them or breakthroughs. Big data is transforming all industries including ours. What you need to be able to do is look at that data and analyze it quickly and find patterns. And in our industry we have all of these listening tools that are gathering data but we still need very smart human beings to look at that data and analyze it and present it to clients and find the white space, find the aha that's in the data. They want to see the patterns and even use that data and your insight and your professional expertise to predict what might happen next and what they should do next because they really want to stay ahead. One thing that's happening with technology and communications is we're getting a flood of applications and tools. If you look at social, there seems to be a new app, a new channel. All of that is coming so quickly and what's happening is a lot of companies are struggling with what they should do and where so they just start trying everything and that's not really a strategy for success. Our job is to help them decide what is the right strategy, the right message and the right tools to accomplish their business needs. One of the big challenges for our clients is creating content. There's so many channels, so many different formats, so many countries, a lot of audiences and they really can struggle and what they'll end up doing is creating sort of these one-off pieces of content and one of the things that we've been very successful with with clients is giving them a content strategy and telling them what they should do and where and what technology to use to disseminate that content and engage with audiences. I have to tell you my favorite technology startups are actually the large companies now that are reinventing themselves and acting almost like startups to redefine their industry and it's very exciting to see big companies really putting that innovation forward. Technology PR professionals need to be insatiably curious. In Silicon Valley where we have a large practice group, there's a saying is if it's not broken, break it and learn the technologies and I'm not saying be an engineer but understand the market and be able to go to technology conferences hear the business challenges that people have because at the end of the day everything we do supports the business.