A new doorbell would have been cheaper Mo!
Published 20/06/2015 | 02:30
It's always a little disquieting when an athlete's first port of call in times of trouble is a PR firm.
Mo Farah has, we are told, recruited a team of "crisis management experts" from PR agency, Freud's, to help deal with the inconvenient optics of two missed drugs tests and a coach now at the centre of doping allegations.
There is, it should be said, no reason to believe Farah guilty of having anything more dubious in his system than excess wax in his ears.
But the darling of London 2012 now needs the world to believe there was nothing sinister behind those missed tests of his. He needs the world, especially, to buy the idea that the hum of an altitude machine prevented him from hearing his own doorbell in 2011.
Some colleagues have jumped to his defence now, suggesting this week's stories represent some kind of "a witch-hunt" against the Olympic 5,000 and 10,000 metres champion. And Farah, frankly, could do without their noise now.
He missed two tests and, having missed the first, one would reasonably have expected that Farah would have been on high alert not to miss a second. Instead, we are led to believe he slept through an entire hour of testers banging on his door.
So Mo has gone to the expense of hiring people to protect his image now when what he really needs is a louder doorbell. Isn't it?