Murray Consultants, one of the big beasts of the Irish corporate PR scene, dropped the "consultants" from its moniker this week.
Just plain old Murray from now on for the 40-year old firm.
And now for a spot of media navel gazing.
Next week, the firm will also release its ranking of the 300 most influential Irish journalists on Twitter, the #murraytweetindex.
Public fascination in recent years with the economic collapse drove business hacks – traditionally the people under the stairs of the media sector – out into the open.
But not a single business journalist makes the Murray top 50, which is proper order. We’re nerds.
The full list has been kept under wraps until next Thursday, but apparently the top Irish business journalist on Twitter is Ian Guider, the business editor of Newstalk.
Broadcasters take three of the top four business journalist rankings, with David Murphy of RTÉ beating Brian O'Donovan of TV3 into fourth spot.
Tom Lyons of The Irish Times takes second among business journalists, with the newspaper's media correspondent Laura Slattery in fifth.
No word on the overall most influential Irish hack on Twitter, but it must be somebody from RTÉ.
Anyway, back to reporting the recovery. #timetogetbackunderthestairs