Still on Eircom's suitors, the O'Reilly-led consortium's immaculate timing regarding its possible approach to Eircom is being handled by The Media Group, a new venture spearheaded by Conall O'Morain and Fintan Drury. O'Morain was a director in Slattery PR and Drury founded Drury Communications, later selling his interest to staff.

O'Morain is no stranger to the world of high finance and intrigue. He formerly worked for Riada Stockbrokers, now ABN Amro, and has done work for Davy Stockbrokers in a PR capacity.

The timing of confirmation of O'Reilly's interest was impeccable because O'Brien's advisers were meeting Eircom's advisers that day and were expected to put further pressure on the company to start serious negotiations.

However, Eircom - never the fastest company off the mark - can now say it has to talk to other interested parties and play for more time.

Sir Anthony's long-time confidante and adviser in the PR world is, of course, Jim Milton, a co-founder of the highly successful firm Murray Consultants. However, Milton acts for him in his Independent News & Media interests. . . and Sir Anthony's bid is being made in a personal capacity.

It's PR Jim. . . but not as we know it!