Another day, another Boris Johnson PR disaster is skilfully transformed into swathes of positive media coverage for the man seen by many as PM in waiting.

Following an embarrassing BBC appearance, where Eddie Mair questioned the politician about a handful of his past transgressions, Boris responded to the subsequent negative news reports with a typically light-hearted response, admitting that the interviewer ‘did a splendid job.’

Let’s face it; this is hardly the biggest political, journalistic or personal public relations issue he has faced. But, as ever, one simple, charming comment from Boris, and the public forgets or forgives the incident.

BoJo, the blustering, bright-white fright-wigged, Etonian-of-the-people is the master of personal brand.

Regardless of what you (or indeed I) might think of his politics, a closer look at the genius of the personal brand he has created reveals some interesting lessons about how to get the job you want and progress to where you want to be – whether that’s the next leader of the Conservative party or the head of communciations.

Be a fabulous version of yourself

Boris is a toff, and proud. Unlike so many of his Westminster colleagues, he doesn’t try to hide his privileged background and, as a result, the public (who are essentially his employers) respect him more.

Moreover, he’s not afraid to express his true thoughts, even if they aren’t necessarily popular opinion – after all, he can always charmingly change his mind later when there has been a backlash.

Being memorable and interesting is key to marking yourself out from the competition during the recruitment process, as my own successful application to Man Bites Dog attests. And when it’s time to apply for a promotion, you’ll be at the forefront of your employers mind.

Plan your ascension to the top

As Boris shows, if you aim for the top job, you can reach great heights. As Paul Arden would say ‘it’s not how good you are, it’s how good you want to be.’

Even before his days as head boy at Eton, Boris surely dreamed of being PM, and now after years of planning and progression, there are now only a few more steps to take.

Embrace now

Despite his lofty ambitions, Boris hasn’t forgotten to keep up to date with what’s going on in the greater world.

Look at his adoption of social media. Of course, his Twitter feed is engaging and irreverent, in line with his brand, but he is also happy to engage in 1-2-1 conversations, something many people in positions of power are scared to do. George Osborne, take note.

Align yourself with the bigger picture

Finally, be open to change. Boris’s vague views on gay marriage have adapted as public opinion has shifted.

Nobody can be right all the time but, in my experience, those that are wrong the most are the people who are incapable and unwilling to take on board new ideas.

Change is not failure; it is development. And if you can adapt to represent your organisation, you will smooth your rise to the top.

Who knew we could learn so much from Boris Johnson?

Multi award-winning B2B PR consultancy, Man Bites Dog, has been shortlisted for Best PR Agency and Best PR Campaign at the B2B Marketing Awards 2011.

Claire Mason, Founder and Managing Director of Man Bites Dog, said: “I set up Man Bites Dog because I felt there was a clear gap in the market for a B2B consultancy specialising in PR for the service economy. Six years on and we’re the most award-winning B2B consultancy in the UK.

“We’re thrilled to be nominated for these awards which showcase the strength of our unique proposition and the outstanding work of the Man Bites Dog team.”

The winners of this year’s 2011 B2B Marketing Awards will be announced on 24th November in a ceremony in London’s Honourable Artillery Company.

Multi award-winning B2B PR consultancy Man Bites Dog has been shortlisted for the prestigious 2011 PRWeek Awards.

Man Bites Dog is a finalist in the Specialist Consultancy of the Year category at the annual awards which recognise excellence in UK public relations.

The consultancy has previously won PRWeek’s New Consultancy of the Year award and has been named one of the magazine’s Best Places to Work for the last two years running as well as taking home awards for client campaigns.

Claire Mason, Founder and Managing Director of Man Bites Dog, said: “I set up Man Bites Dog because there was a clear gap in the market for a consultancy specialising in PR for the service economy.

“Six years on and we are still true to our founding specialism in communications for professional and IT services companies. We are very proud to be shortlisted for this award as it is testament to the strength of our unique proposition and the outstanding work of the Man Bites Dog team.”

The winners of this year’s 2011 PRWeek Awards will be announced on 25th October in a ceremony at Grosvenor House on London’s Park Lane.

PR Consultancy Wins Business Category Award for Third Year RunningMulti award-winning B2B PR consultancy Man Bites Dog has won two awards at the CIPR PRide Awards 2009.

The awards recognise excellence in public relations across the UK. Man Bites Dog scooped a Gold Award in the Corporate and Business Communications category for the third successive year for its thought leadership campaign, Credit Where its Due?

The winning campaign successfully established Roland Berger Strategy Consultants as a leading authority on the worsening economic situation by identifying a new stage in the credit crunch. Media coverage highlights included BBC Radio 4’s Today Programme, the Financial Times and The Economist.

Man Bites Dog also won the Silver award in the Outstanding Public Relations Consultancy category.

Claire Mason, Founder and Managing Director of Man Bites Dog, said: “We’re very proud that for the third year in a row Man Bites Dog has been recognised for delivering outstanding B2B campaigns.”

Claire Mason, founder of B2B PR consultancy Man Bites Dog, has been named one of the UK’s top young businesswomen by Management Today magazine.

Management Today’s annual list of the top ’35 Women Under 35′ is a roll call of the UK’s most talented and dynamic young businesswomen.

Claire, the only woman on the list working in PR, said: “It’s a real honour to be named alongside so many inspirational, determined and hard-working businesswomen.

“When I started Man Bites Dog four years ago, the plan was to deliver truly exceptional PR consultancy to our clients. Since then, Man Bites Dog has become the most award-winning B2B PR consultancy in the UK.“We are continuing to expand and I’m looking forward to even greater success in the future.”

Man Bites Dog, which targets professional services, property and technology firms, was recently recognised with a Silver Award in PR Week’s Best Places to Work 2009.

Matthew Gwyther, editor of Management Today, said: “The current climate gives us all the more reason to celebrate the exceptional success of these women. If you can make it now, you can make it any time.”