Hello and welcome to the Publicity Update Weekly Vodcast, with me, Pat McClelland. This is your weekly overview of what’s hot and happening in the communication industry. kicking off with the top story: Public Relations is changing and Sentient Communications is changing with it. The traditional pyramid hierarchy of account director, account manager and account executive all working together on specific clients has been dissolved in favour of a distributed star structure. The 2010 FIFA World Cup Organising Committee South Africa (OC) is pleased to announce the appointment of seasoned journalist Rich Mkhondo to the position of the OC’s Chief Communications Officer. Leading independent brand PR agency, RedCube Porter Novelli and ideas agency, Re:Act have announced that the two entities have merged to form a Beyond the Line Agency called Hello World. SIMONSAYS communications has joined the gaming revolution with its appointment by Wisdom Games to handle its full scope ofcommunication requirements. Greenside Golf has appointed Marcus Brewster Publicity (MBP) to handle the launch of the Golf Punk R1-Million Challenge at the V&A Waterfront over the festive season. Atmosphere, the creative PR hot shop which won an award in each category it entered at the 2008 PRISM Awards for excellence in Public Relations, has sign-up a batch of new business, including projects for retained clients. Kezi Communications has just won the Ola! Films account, landing it on a roll of three account wins in three weeks. For more information on these stories, log on to www.publicityupdate.co.za. That’s it from me – see you next week.