McCanns: Job Vacancy?

McCanns: Job Vacancy?



I want to apologise first if there is no truth to the rumour that Clarence Mitchell and the McCanns are soon to part company.

UPDATE: There appears to be some connection with this firm of headhunters and a Group called 'About Time' which staged Clarence Mitchell's talk at Leeds Town Hall yesterday.

Interzone has provided this report for the 3As forum

"I had a free morning so trotted along to this. I must say I found the experience extremely illuminating and am very glad I made the trip.

Leeds Business Week was being held in the Town Hall. There were a number of stalls as you might find at a trade fair. Clarence's talk was in a back room. Very few of the staff and officials dotted around seemed to know it was happening, or who he was. They were more aware of the talk's title: Managing PR in a crisis.

Around a couple of dozen - certainly no more, surprisingly - people were seated in the room. Most were there in a business capacity. Judging by a show of hands 60% were in PR themselves. I suspect I was the only "interloper". :-D

Clarence was warmly received. As he gathered his material, people muttered about the case - stuff like "I hope she's never found, the state she must be in now" etc. I got the impression most present believed Madeleine was dead, but nobody audibly suspected the parents.

Clarence wore a dark suit and dark shirt, which gave him a more sombre look that usual. I was taken aback by the difference between the man before us and the man in the photo behind him from May 2007. The case has visibly aged him: he has less hair than a year ago and a considerable bald patch which is never seen on camera. He spoke firmly - with his usual "I'd love to say more but I can't" type quips - and I must say extremely eloquently.

He began with a sermon on PR. In a crisis - he said - the first thing to do is establish the truth of the situation (almost like a defence lawyer might say "Look, did you do it or what? I need to know"). Then engage rapidly with the media... He stated that there is no such thing as off the record.... everything you say is likely to end up in print. Intriguingly, he advised against using legal action unless as a last resort. With the Express, they'd had two meetings with the editor before suing over stories reproduced from Portugal. He pointed out how the negative press had greatly reduced since the Express damages - which topped up the Fund by half a million. "Due to their own stupidity."

Clarence said that the golden rules of PR were "never become the story" and "never lie or distort". Inaccuracies should be rebutted. He used the example of the claim that gerry was not the father of Madeleine - one of the major stories they went for the Express over. They produced written proof this was an untrue story. Forums were mentioned quite early on. CM suggested "they are not as anonymous as they think" and hinted at possible action at a later stage. If I were a betting man I wouldn't hold my breath, but you never know i guess.

Intriguingly he was happy to admit the gulf in public opinion over the McCanns, and the differing views of their parenting methods. I got the distinct impression that despite what he has said about "responsible parenting" this man would not do the same with his own children. He then spoke about how he had "spoken to" various columnists when they had been a bit anti-McCann and they had come round... obviously not Jon Gaunt (who was not mentioned). CM said he must always be available (my note - not to Jon Gaunt, who has repeatedly tried to get him back on the air).

He spoke a bit about the events of May 3. According to CM, it was the family, not the McCanns themselves, who got everything going. Jon Corner emerged as the key player, emailing pictures of Madeleine to the BBC within a very short time of the disappearance.

He then mentioned how the pressure for stories was so great that journalists would gather in a bar with alcoholo and free wi-fi to file whatever they could. "All that stuff about the blood" was apparently "made up." He said that even if the McCanns face charges there is "no evidence.... we know that." He then said that an arguido is not a suspect but someone "of interest to the investigation", which seemed a bit disingenuous. There were audible sighs of sympathy when he mentioned journos camping on the doorstep in Rothley - this no longer happens.

He mentioned Jane Tanner's sighting and said that they were still looking for bundleman, whose face appeared onscreen, to no audible titters. He brought up the supposed "show no emotion" police advice and said that Kate "doesn't recognise" the cold individual she appears in those early interviews. I got the distinct impression the ITV docu was specifically made to counter this cold image - CM said that since it aired they had had thousands of emails of support. Including new sightings... He said they had avoided Oprah "for now", because of the "showbiz aspect."

One of the more interesting sections for me began when he was asked questions about his role. He said very clearly that he was briefed from the foreign office very early on that this was a case of "rare stranger abduction", which contradicts what has been reported from Sheree Dodd. He also said that he was similarly tipped off very early on re Shannon Matthews, hence the McCanns "did not touch with a bargepole." Contrasted with this they used images of Maria Luz on McCann posters because they "wanted to help the family". (Nothing about wanting to give an impression of a serial abductor on the loose).

Somebody asked what it was about this case which had prompted CM to give up a highly paid job in the government to work for a family he didn't know, and who would have been out of work had Madeleine turned up the following week. "Good question," he said, explaining that during the month in portugal working for the government he had become taken by the McCanns' plight and tearful calls at 4am. At the same time there were developments in his job/office at the MMU which he didn't like - he didn't specify what they were - so he was perhaps looking to jump ship. Brian Kennedy offered to match the package he was on at the government, which I found highly illuminating. Effectively I would think that this means that if Madeleine turned up tomorrow CM would be on - perhaps - a three year contract or whatever, including pension, perhaps. CM cannot lose.
He did say that he had become "friends" with Kate and Gerry but noticeably said that as a PR you also have to "keep a distance." Which was fascinating, to me. CM is clearly an intelligent man, and despite his claims to "have never heard anything, or seen anything" to make him doubt the McCanns story, which may well be true. But I would be amazed if he had never - not even for a second at 1am - had his own unanswered questions.
What came across very strongly is that despite the occasionally bumbling public image Clarence is an extremely good PR. The "distance" line said a lot for me. If the McCanns are never charged, or Madeleine is found, he will emerge as a hero. If they are charged, and found guilty, the 'distance' will become greater... but CM will point out how he successfully media-managed the shining halo of a guilty couple. In other words, he did his job. Unless CM has not been as careful in his job as he was in this talk, he will come out smelling of roses whatever happens. As to his future, he confirmed that he had had a request from the woman whose daughter was killed in Goa, and suggested that eventually he will develop other clients.
Another thing he mentioned was that every time he says anything remotely unsupportive of the PJ it prompts a "diplomatic incident." He also said that there are things "down the line" that will cause "things to flare up again." I took this as indication of forthcoming revelations, or perhaps charges.

The atmosphere was warm and respectful. Nobody asked "Did they do it then guv?" or asked difficult questions relating to the investigation eg the shutters - they would not have been answered, and any cover would have been blown... but this was a fascinating 90 minute glimpse into some of the thinking behind the McCanns and their very public "spokesman".

I have highlighted Clarrie's quote. It's a bit rich coming from him.

UPDATED UPDATE: Now a second source has informed me that the McCann money is drying up, and that cuts in expenditure are required. First Clarence, then I suspect Metodo3 will be no more.

More on About Time from the headhunters website:

"About Time

Simon Cummins is a member of the Common Purpose Advisory Group. About Time is a joint initiative between Odgers and Common Purpose, identifying the top 15-20 talented people in the UK from a BME background. Once identified, the intention is to track their NED/Trustee portfolio and place them on Boards, primarily in the Public sector and subsequently in the private sector. Odgers, together with Common Purpose, launched About Time in at Hanover Square in October 2006. For more details please contact Simon Cummins."

UPDATE: Clarence Mitchell is looking for another job