And like all other aspects of politics, PR spin is all about getting results – and the Government publicity machine has not been seen to achieve much of those lately.The reasons in part have to do with the failure to anticipate the future, and to use the good days to build the firm foundations that are so needed now. For the time is past when it is sufficient to get yourself out of a sticky situation by blaming the previous government; after three years, people are no longer content with that. Labour is being judged now by its own achievements, so it’s vitally important from the spin point of view that you bring out what you have achieved in a way that no one can dispute This is where the real skill comes in. And where you need good contacts and a wide understanding of the workings of the British media.And using bullying as a tactic is a very small part of that armoury. You need charm, perception and strong personal relationships with the people that matter in the media.

The hard truth is that Alastair Campbell – at least in the opinion of the media people I speak to – is not the kind of person who inspires these kind of responses. Based on what I have seen over the last year, he wouldn’t last very long in the private sector.I’ve not had any conversations with the Labour spin doctors since they got into power. Yet in the build-up to the last election, I was told by Peter Mandelson, as well other MPs, how grateful they were for my PR efforts. I did that, not because I supported New Labour, but because of watching the last lot destroy the NHS.

Now, a perceptive person would have built on that experience. After all, my involvement in the vast media exposure of people as varied as Ron Davies, Jeffrey Archer, Tony Martin and Gary Glitter, together with a large amount of PR accounts, demonstrates a daily participation in all aspects of the spin business. The point I’m making is that I and others in a similar position have a practical understanding of the game.If I might give a piece of unsolicited advice to Alastair Campbell, it is that to win the British public to his side in the war over spin, he must do a couple of things. The first is to recognise what is increasingly obvious: he needs creative expertise. Campbell certainly must not be sacked: that would focus all the papers on the question of who would replace him, and all the talk would be of spin rather than the Government’s achievements. He must instead quietly invite some people who know what they are doing to come in and help.The second thing is to come out of the shadows. If you stay behind the scenes, you get known as some kind of Svengali, a mysterious and unloved manipulator.

He needs to go on television, and be warm and relaxed so that people will sympathise with him. He could say, “Look I’ve been attacked for the spin we put on stories, but here’s what I do and here’s why.” He could explain that because newspapers always put their own spin on stories, he has to put on some counter spin to make the story come out straight.As Campbell does not appear on television every day, there would be huge viewing figures for such an appearance, so this would be a very effective way of getting his message across. The British public will respond sympathetically to someone they like and respect, and would like even more if he didn’t just put out party propaganda, but levelled with them about what he does and admitted mistakes. If Campbell were to become a successful, respected and popular public spokesperson himself, like presidential press secretaries in the US, he could take a lot of pressure off Tony Blair, who could then get on with producing the achievements by which the Government will be judged at the next election.The writer is a public relations consultant.

I overheard the following conversation in a restaurant in west Texas the other night. At the table behind me, an elderly couple were arguing about the forthcoming presidential race The man was singing the virtues of George W Bush His wife was unconvinced. I overheard the following conversation in a restaurant in west Texas the other night. At the table behind me, an elderly couple were arguing about the forthcoming presidential race The man was singing the virtues of George W Bush. His wife was unconvinced.
“Aren’t you proud our Governor might be the next President of the United States?”"What? So he can make as big a mess of the country as he did of Texas?”"That isn’t fair. He’s been good for the state.”"That man is dumber than Dan Quayle Dumb and dumber At least Al Gore isn’t dumb.”"Bush has been good for us.