I was not one of the cool guys at school or at college, but I still got the girls. Well one at least (and then, I married her. This is definitely not cool).

Once I got to work, I thought all that “being cool” stuff wouldn’t matter anymore. But I’m wrong.

Everyone judges you in this business, and it helps if you look right, sound right and have the right gadgets.

So here’s my guide to being cool in PR:

Ditch the BlackBerry - It’s all iThis and iThat these days. I was in a cafe with my PC laptop the other day, it all felt a bit awkward.

Never wear a suit - Too old school. And as for a tie? Don’t make me laugh!

Don’t sound too posh - You need to be down with the people these days.

Always carry a coffee in a paper cup around with you - Never be seen walking the streets without a coffee, cool people mainline caffeine.

Work in the right part of town - In London, Soho is just about acceptable, but Shoreditch is better.

Talk about the right TV series - If it’s on BBC or ITV it won’t cut the mustard, from Mad Men to Game of Thrones, it’s got to be US networks all the way.

Be fit - Cool clothes only look good on good bodies. Which is my excuse for not bothering to wear trendy stuff, I can make anything look shapeless.

Have the right bag - If you can’t afford designer, a canvas bag from a recent music festival is acceptable. How was Glastonbury by the way? (This is a trick question, because as any fool knows, Glastonbury is no longer cool, wet maybe, but not cool).

Wear the right shoes - In the summer, this can be tricky for guys, as even the best polished Italian loafers can look stuffy. Canvas can look tatty and sandals are always a hard look to pull off. Women’s sandals are much more stylish, but my wife says they look stupid on me.