Richard Scase gave the After Dinner Keynote Speech to the global conference of this world-leading PR company. He discussed how the growth of the digitilised media had broken down the control structures of modern institutions, ranging from governments to corporations. The ownership of information had now become democratized and this is having a major impact on the PR industry. Corporations could no longer ‘manage’ their internal and external information flows as in the past when rhetoric could often conceal a quite alternative reality. Today, PR has to be backed up with corporate integrity and honesty, since otherwise they will soon be ‘found out’. Richard Scase gave some examples of this. In the closing part of his talk, he described how young consumers and employees - Generation Y - are breaking down the old expectations and values and that businesses will have to respond to these changes. In this the PR industry will fulfill a more challenging but vital role.