http://www.express.co.uk/posts/view/...s-image-Expert SURLY Scots tennis ace Andy Murray has finally agreed to enlist the help of an image expert to stop himself putting his foot in it.
Murray is Britain’s biggest tennis hope in years, but he has made enemies of some of the sport’s fans with his controversial behaviour.
And he has enlisted the help of former tabloid editor Stuart Higgins, the man widely credited with turning around model Kate Moss’ fortunes following her drug scandal.
Higgins managed to transform media coverage of Moss, 34, after she was slated and shunned, helping her make a comeback that saw her win a string of high-profile advertising contracts.
But the PR guru will have his work cut out for him, as Murray does not always enjoy unanimous patriotic backing of British supporters behind him.
He received large amounts of hate mail on his website after saying he would like to see “anyone except England” win the 2006 World Cup.
Then last month he pulled out of representing Britain in the Davis Cup, after suffering a painful knee injury.
At the time his brother Jamie, 22, said he was “disappointed” at his withdrawal from the Argentina match, and even criticised his committment.
But the pair, who are both close friends and rivals, sorted out their differences before Andy later landed his second ATP title of the season just a week later.
Andy is also regarded as sullen with journalists.
And his temper tantrums have not gone down well among middle-class tennis followers.
When playing a doubles match with Greg Rusedski, Murray incurred a £1,300 fine for abusing the umpire live on TV with foul language.
Not only have his image own goals cost him support from the stands, but they undermine his sponsorship and advertising earnings potential.
But for years he has firmly shunned any PR help - until now.
Murray and his agent Patricio Apey decided a new approach was needed and put the challenge out to offers, before plumping for Stuart Higgins Communications.
PR guru Higgins and Apey have known each other for eight years.
Murray recently revealed hot yoga as the secret of his victory over world number one Roger Federer.
He produced the greatest result of his career when he beat the five-time Wimbledon champion in the first round of the Dubai International earlier this month.
Afterwards Andy told how hot yoga helped him hone the mental strength he needed to come back from being a set down early in the match.
Hot yoga involves special exercises and breathing techniques, in sweltering conditions, to help focus the mind.
Le look et l'attitude de Murray font partis de son personnage, je doute qu'il gagne à se transformer en Federer
De toute façon, il ne pourra pas changer son language du corps et sa démarche déguingandée
Sujet: Murray veut améliorer son image 
Mar 18 Mar - 9:46
