Commissioned by the new CEO of the BII, Tim Hulme, this project was not exclusively about PR but started as an external communication audit. As the information became available it evolved into a broadly based business planning exercise. We interviewed both internal and external stakeholders and with a clear understanding of the CEOs new strategy we were able to provide specific feedback as well as options for change. Our focus was to enable change through evolution not revolution. The outcome was a detailed report which equipped the CEO to start a process of performance improvement within the organisation.