It has hired Four Communications to handle a charm offensive and overcome the unethical image associated with the industry.
High-profile agency deals, such as the £27m Wayne Rooney transfer from Everton to Manchester United (by Proactive Sports), have been slammed by the media, leaving the reputation of football agents in tatters, according to Four Communications senior consultant Alan Kingston.
He said: ‘A player should agree a percentage fee with his agent. But agents can be persuaded by clubs to give them a favourable position in negotiations. While Premier does not operate in this way, there is clearly a major PR issue here.’
Four will position the firm’s senior management, such as chairman Barry Gold, as spokesmen, targeting national sports pages and sports magazines.
Clients include ex-England caretaker manager Peter Taylor.
