The Football Association’s handling of the “Svengate” affair will doubtless be held up as an example of how not to do it in all PR courses for the foreseeable future.
Its spectacular, self-inflicted spin into a spiral of despair proves two things. First, that the News of the World’s legendary ability to unearth sleaze and scandal among the great and the not-so-good remains as sharp as ever.
And second, that, as former Mail man Colin Gibson has found, the best poachers don’t always make the best gamekeepers.
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