So, once more the Olympics are almost upon us, offering the prospect of cut-throat competition, world records, triumph for some and disaster for others.
No, we're not talking about the sport, it's the battle for ratings, reputation and brand supremacy - we'll be watching most closely.
This is one of those times when corporations will be going head to head to get their brands seen in advertising and sponsorship deals .... and nations can be seen trying to out-do one another as players on the world stage.
The next few weeks will see Public Relations success and failure on a daily basis and central to it all will be China's efforts.
Once known for it's eagerness to stay out of the limelight (a policy summed up as "hiding its capacity and biding its time") China is now at the centre of attention, undertaking what is possibly the biggest PR campaign ever - its brief to show the world China has changed and is truely open for business.
Their PR team are on the blocks now waiting for the starting gun. We predict this won't be a sprint however but a steeple chase with many a barrier to hurdle. It will be interesting to see how they will fare, given their lack of real competiton experience.
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