Image guru and MORI chairman Professor Robert Worcester will tomorrow tell management experts how to raise Bradford's profile from its low point.

Prof Worcester is due to outline key ways for Bradford to raise its national and worldwide profile following the city's riots earlier this month.

He backs people's right to express their opinion - but not, as in the case of the clashes, when it infringes other people's civil liberties.

Prof Worcester, who founded MORI in 1969, will be speaking at University of Bradford's School of Management tomorrow afternoon after receiving an honorary degree in the morning.

He will tell them: "Bradford as a city and as a university has taken a hell of a knock over recent events with headlines emblazoned all over the world.

"This kind of event is not something anyone would want to get themselves known for.

"But you can recover from that, Bradford just needs to market itself more."

Key points in his recovery plan include an awareness of Bradford's characteristics, what it can do and where it wants to go.

"I would rather see people jailed, if they have to be jailed, if they feel strongly their rights are being infringed, such as Gandhi, Nelson Mandela and Martin Luther King, than causing civil disobedience and infringing other people's rights."

Prof Worcester has advised a number of prime ministers including Harold Wilson and is an expert on corporate image.

He was invited to speak by Professor John Balmer from the school of management, who said: "I have known him for a number of years and it is particularly appropriate that he should be coming to Bradford School of Management which is one of the foremost players in corporate identity research.

"He is the father of corporate image research and practice and is an authority on changing attitudes in Britain - he really keeps the pulse of the nation."

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