The Internet is changing the proffession of PR or Public Relations as it was, companies are now as mindful of their image on consumer created social media like blogs, forums and video sharing sites as much as they are concerned of the main stream media. CIC is a company cashing on this boom in China, they've been many more like Inteliseek and Umbria in the US ..the media landscape is changing but the there are so many stakeholders in this 'New Media' that its hard to manipulate as in the days of monolpolised media ... Fair media might just be arriving in the true sense of the term!