James Traynor has launched a new career as a PR guru.
After 30 years in journalism he left the industry with a spite filled assassination on the trade to confirm his role as mouthpiece for Charles Green.
Despite his scorn for the digital age Traynor was reduced to the role of highly paid blogger using the Sevco platform to warn of repercussions for anyone who dared criticise the club founded by Mr Green.
Now, over a year after being shown the door by Jack Irvine, Traynor will be cultivating media relationships as well as offering a wide range of advice to those coming under his protective wing.
According to the company website: “Level5PR is a management company with a wider reach than most because we are also guiding and mentoring emerging and established sportsmen and women to provide them with greater opportunities as their careers develop.
“This level of guidance would not be confined merely to sporting needs, critical though those undoubtedly are because lifestyle requirements and advice are also vitally important in today’s world where heavy demands are placed on the best players and competitors.
“Level5PR has a bank of professionals in all areas including sports psychology, health, fitness, finance, legal and media and can also draw on the wealth of experience gained by some of the best and most successful managers and coaches in a wide variety of sports.”
Among those providing testimonials to Traynor are Craig Brown and Walter Smith.
Embracing the new digital age should certainly provide a challenge for the former BBC Scotland host who signed off from the Record in typical fire and brimstone style penning: “The kind of journalism needed by the country, never mind sport, no longer exists in enough of the media outlets.
“But as I’ve said, the good memories of all those sporting greats will always outweigh the negatives, especially those that bubbled to the surface throughout this last year.
“Thanks to sport’s real heroes I’ve had a ball and thank you for reading while I was with The Herald, the Daily Express and the Daily Record.
“Good luck to you – and be careful about what and who you read in the future. There are people out there calling themselves by different names.
“But that’s not the bit that should worry you. They are calling themselves journalists.”
Building bridges with journalists and bloggers to portray his clients in the kindest light will provide Traynor with a challenge similar to selling Green to the fans at Ibrox.