Well pull my sweatbands off and throw them to the crowd, when I wrote the blog below yesterday about Stuart Higgins's work with Andy Murray I had no idea he’d got as far as the union jack shot on the front of the sun – the holy PR grail for all aspiring Scottish, sorry I mean British athletes. Let’s hope his moment in the sun (thank you) lasts beyond his bigger biceped opponent Nadal this afternoon.
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Former Sun editor Stuart Higgins who was appointed Andy Murray’s PR adviser in March must have enjoyed the transition of his enfant terrible into centre court favourite last night more than most.
Just three months ago, Murray’s no show at the Davis cup tie against Argentina , the subsequent spat with his brother and a reputation for surliness with the press meant that despite his undoubted talent and the two ATP titles he’d already won in 2008, he was not exactly a favourite within UK tennis or with the British public.
I got into a bit of a spat myself at his last Wimbledon in 2006 when I suggested to a Scottish friend that Murray could do with a bit of PR advice. She felt that one of his most attractive qualities was that he wasn’t concerned about impressing the media and just wanted to play tennis. I can see that side of the argument – McEnroe was one of my favourites – and it would be boring if every tennis player was perfect on and off court. In any case, that’s Federer’s job.
But there’s a balance to be struck. Higgins has clearly given Murray media training and that is making a big difference to the reception he’s getting from the UK press this year. Whilst you’d never want him to turn into some hideous smiling media bunny, you also don’t want him to be given a kicking off court due to a natural reticence – or Scottish dourness - that can look surly to those not familiar with it. Higgins seems to have helped Murray find the right balance.
Whilst he’s improving with the off court stuff, his public image will principally be fashioned on the tennis court and for the most part in just two weeks every year at Wimbledon. Based on last night’s extraordinary performance, he no longer has much to fear in either respect.
There is a balance to be struck and Murray is clearly striking it finally after making puerile anti English comments, which just don't fly when you are the British No1. He is still surly and the whole punching the air thing every time he gets a point is boring. Stop it already.
David Mellor said on Radio 4 this morning that if he were Andy Murray's PR adviser, he'd recommend he waved the union flag around a bit..
And you know what happens if you do that? You get on the front page of the sun. Unbelievable.
Well, well, I guess Mellor has some expereince of what sporting apparel is required to make the front page of the sun..
I wonder if he threw the Saltire around a bit whether The Sun would have FP'd that?
ROSS FURLONG
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