There was an element of presentation, yes. I think in the main, frankly, a lot of what my ability and attraction for them was -- what they had was a very good corporate PR set up. What they had was a very good sort of functioning level press office. If you make a phone call into the press office, it will get answered, someone will be able to help you, and that functions perfectly well.
I was quite often much more of the sort of crisis management type conversation, and that was my value to them. It was: "This is happening. How do you think this is being perceived in the rest of the press?" So I would say, "I think if you take that route, that is going to happen. My guess is the upshot of this incident will be this." And so a lot of what I would be doing would be saying to them: "This is my take on how this event is (a) going to be received and (b) will play out."
So, for instance, a very basic sort of thing: if there was a crisis about something or other, basically if you can get to the weekend and it's not in the Sunday papers, then it's over. You know, it's just the rhythm of newspapers and explaining to them how newspapers worked at a very senior level. You know, just the life and death of a story, if you like.