"PR is a powerful tool, a well-executed and carefully planned strategy can make a substantial difference to your organisation's success" "People do not buy goods and services, they buy relations, stories and magic" Seth Godin "Making the magic happen" "A brand is no longer what we tell the customer it is – it is what customers tell each other it is" Scott Cook "Some are born great, some achieve greatness and some hire public relations officers" Daniel J. Boorstin