Hong Kong's government contacted eight public relations firms to try and rebuild the embattled city's image, but all of them declined the contract. PRcorp.com says: "As we all know, it takes 20 years to build a reputation and 1 bad video or picture to ruin it. The media is the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent". But the Hong Kong Administration is thinking old-fashioned PR, ignoring the fact that the whole PR industry has totally shifted from newspaper and TV to social media and guerilla image-building/destroying. "Next to doing the right thing, the most important thing is to let people know you are doing the right thing" added PRcorp.com.