Wanting to "highlight its efforts beyond the group's well-known annual summit of world and business leaders in Davos, Switzerland," the World Economic Forum [3] has hired the Ketchum [4] PR firm's London-based corporate communications unit. The WEF wants to promote its "public-private efforts through its Global Institute for Partnership and Governance [5]," which addresses "'some of the world's most challenging problems,' in areas like HIV/AIDS and corporate citizenship" and builds on the "'spirit of Davos' by organizing sustained processes of informal dialogue by leaders and experts on selected issues."