TREVOR MORRIS is one of the UK's most senior PR practitioners and a Visiting Professor at the University of Westminster, UK, where he teaches on a range of postgraduate and undergraduate programmes. Until he stepped down in 2003, Morris was Chief Executive of Chime Communications Public Relations Group, the UK (and Europe)'s largest PR group, with some 250 employees. In over twenty-two years in the industry he successfully built a major PR consultancy, worked for numerous major companies and government bodies and knew and worked alongside most of the key players in contemporary PR. Morris main