Up until yesterday I bet if you asked 100 people to name a football team from Nottingham, 90 per cent would have said Nottingham Forest first. But now? I’m not so sure…

I could be here all day analysing Sven’s move to Meadow Lane from a football point of view, but I’ll get this out of my system later at pre-season training, so I’ll just touch on the PR perspective for now.

It’s a cracking story and a fantastic reminder how to use the right celebrity to dress-up a dull news story.

Whether Sven has moved for the money, or “the biggest challenge of his life”, it doesn’t really matter.

And it may not necessarily be financially good for the game but at least the lower tier of English football is now back on the map.

I expect fans to flock en masse to the County’s first few games of the season, but even Severance-Sven will not continue to pull in the crowds or player unless they get the results on the pitch.

Football clubs can do the best PR in the world, but if they lose 5-0 every week the fans will soon turn.

In fact, I may look into the price of Sven taking over from Ian McParland before Christmas…

Ex-NOTW editor Andy Coulson came out on top of today’s Culture Select committee meeting, despite attempts from Labour spin-doctors to move the story into the political agenda and score valuable points over the Tories.

David Cameron’s recently appointed aide delivered a text-book case of reputation management by admitting guilt, welcoming an investigation, and generating some sympathy for himself – oh and humouring his audience with some clever name dropping: “I never asked for a Gordon Taylor story, I never commissioned an Gordon Taylor story, I never read a Gordon Taylor story, I never published a Gordon Taylor story,” he replied.” With all respect to Gordon Taylor, he is hardly a household name.”

The inconclusive evidence will leave many disappointed and Coulson’s careful handling will prevent a repeat of the ‘banker’s barrage’, featuring Fred the Shred et al, being played out in the media.

But for those wanting to air their disgust, I strongly recommend joining John Prescott, LabourMatters and Catherine Mayer and co on Twitter (#hackgate).