Letters - ViewPoint - Do not let the media drive theEngland agenda

Splendid Communications' sports and gaming director Gary Bradshaw talks about the state of the English Football Association in this week's podcast, available at www.prweek.com/uk.

Bradshaw's comments come days after England's dismal failure to qualify for the European Championship.

He argues that the media have too much control of the situation and are currently driving the agenda.

'The FA needs to work with the media more and wrestle control back,' he says. 'It can do that by laying out strands of what it is going to do.'

Bradshaw advises that the FA needs to show strong leadership. He adds: 'The FA needs to show that playing for your country really does matter and that it matters to the professional players.'

Bradshaw says: 'The good news from the point of view of the England brand is that the sponsors - such as Nationwide, Umbro, National Express and Carlsberg - have issued messages of support that they are with it through thick and thin.'

Take a look at Bradshaw's Viewpoint at prweek.com/uk.

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