Rooney to bring in Monk for personal PR

England star Wayne Rooney is set to draft in his first personal PR adviser to handle the deluge of media and sponsorship interest generated by his spectacular impact on Euro 2004.

Rooney’s advisers at Proactive Sports Group were this week understood to be on the verge of handing former Sun and Daily Mail senior editor Ian Monk a contract to handle all future PR for the 18-year-old.

Monk, who has handled corporate PR for Proactive for the past year and runs his own agency, Ian Monk Associates, said Euro 2004 had seen an ‘explosion of interest from global brands’ in Rooney.

When asked whether PR tactics could involve promoting Rooney and his fiancée Colleen McLoughlin as the new Posh and Becks, Monk said: ‘Their image and media strategy is, and will, be very different.’

England coach Sven-Goran Eriksson earlier this week compared Rooney with Pele.

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