A little while ago I mentioned that Screen Australia announced it is workshopping some new approaches to building pride in Australian film. I had a further email exchange. One element was that a PR consultancy had been hired to help. The chosen firm advertises on its website that it is “for shaking things up. Disrupting industries, creating new markets and new companies. We're for culture that fuels creativity and innovation. We help build trust and get teams to work harder and be happier. We're for new models, new theories, new ways of working for this century, not the last one.” ...and on it goes.