Obiter was impressed to hear that the profession is catching up with the latest fashions. Apparently – gasp – firms are beginning to use something called ‘social media’.

Nearly half of firms surveyed by Byfield Consultancy, a PR firm, said they now regard LinkedIn as ‘very important’, with one in three also rating Twitter as a profile-raising tool.

‘Partners now know they can tweet and the world doesn’t collapse around them,’ writes David Sayce, head of digital at international firm Ince & Co.

But for those still struggling, the report provides a handy definition from Wikipedia (‘the online encyclopaedia’) describing social media as being ‘formed mainly by the public as a group, in a social way’ utilising ‘web-based technologies’.