I agree. PR is the second (after the science) catalyst to trigger market's reaction. To my mind comes the sign that one great Ukranian writer had in front of her, when she, on the turn of XIX and XX centuries in Cairo, moneyless and sick with tuberculosis, was trying to survive. The sign read: " I translate from any language to any language". She was a polyglot. AVI PR should be as much universal,- something like - "HEALING ANY DESEASE".