Tourists triumph in war of words

England not only lost the Ashes, they also lost the propaganda war. Eight of Steve Waugh's side have supplied columns to English newspapers and websites during the series and their flamboyant opener Michael Slater even commentated on the NatWest series on Channel 4 before he took part in the Tests.

When you also consider ex-Aussie players, like Standard Sport's Jeff Thomson, who waded in, then there has been a propaganda onslaught which undoubtedly helped to dent the morale of England's players. If you are being continually told you are up against the greatest team in the history of the game and your men are being rubbished by players and former players, it is hard to keep up spirits.

Thomson and Dennis Lillee savaged a previous generation of England's batsmen with their bouncers but now, with Lillee writing for the Evening Standard's sister paper, the Daily Mail, the two former bowlers have unsettled the current batsmen with a few rib ticklers.

It led one England player to pose the question: "How many England players who took part on the last tour to Australia had columns in Aussie newspapers? And how many ex-England Test players were signed up for media work Down Under?"

According to the Australian Cricket Board's press chief, Brian Murgatroyd, the answer was none.

Murgatroyd, a 33-year-old Welshman, worked for the England and Wales Cricket Board between 1996-99 and has worked for the Australian Board for the last two years. He is acknowledged to be the best in his field. The Aussies' public relations has been so outstanding that not one nasty story has appeared about Waugh's squad. There was no scandal, no late-night drinking (unlike England), no sledging or upsetting the International Cricket Council referees and they are set to fly home with a new reputation as gentlemen cricketers.

Shane Warne has been a top performer in the PR battle. When he arrived he announced that he was past his best and will be a bit-part player - but that hasn't stopped him topping the bowling averages with 19 wickets at less than 13 a piece.