Images of Tony Blair at the height of the foot-and-mouth crisis may have frightened off foreign tourists, says the government's media chief.

Alastair Campbell is quoted in a think-tank's new report, which says much of the �2bn losses experiences by the British tourist industry during the crisis was due to a lack of communication with the public overseas.

Governments do not pay enough attention to the way that stories will be received abroad

Mark Leonard Foreign Policy Centre

The Foreign Policy Centre, which has close links to Downing Street, says the UK must realise that influencing public opinion abroad is as important as talking to diplomats.

Author Mark Leonard says that increasingly, ordinary people can play a key role - from persuading people not to become terrorists to encouraging reform of farming policies.

Yellow suit

Mr Leonard cites the foot-and-mouth crisis as an example of how government departments fail to take account of how news stories will be seen overseas.

Downing Street communications director Mr Campbell, interviewed for the report, said foot-and-mouth saw a "collision" between domestic and foreign audiences.

He recalled when Tony Blair had worn a yellow protective suit when visiting one farm during the outbreak.

Alastair Campbell says links with foreign media could improve

"Part of our message, once we'd focused on it as a crisis management issue being led from the top, was the prime minister was involved, sleeves rolled up, talking to farmers regularly...

"I admit that this didn't cross my mind, you get these dramatic pictures of the prime minister wearing yellow suits and walking around a farmyard and in America they think: 'Christ! He's got to wear a yellow suit! And he's the prime minister!' "

Mr Leonard argues that more information needs to be given to foreign correspondents based in London, who play a key part in forming opinion abroad.

Communication problems

Staff in UK embassies overseas also had difficulty in getting information about foot-and-mouth, says the report.

One official said: "The lines Maff (the then Ministry of Agriculture) produced may have been fine in the UK but they failed to address concerns overseas.

"The 'formal' end of foot-and-mouth was announced at midnight with no notice to embassies."

Mark Leonard says the UK should focus on competing in 50 countries

Mr Leonard says the government needs to move away from the traditional focus on British diplomats talking to governments abroad.

As well as forging better links with the foreign media, non-governmental organisations and other non-political figures can better convey the UK's message, he says.

The Foreign Office should appoint "plausible spokesmen" to major media organisations like CNN and Al-Jazeera.

Less competition

He suggests chef Raymond Blanc made a far better case in France on the safety of British beef than British diplomats.

As part of his appeal for a new type of diplomacy, Mr Leonard also says western powers are competing unnecessarily in more than 200 countries.

Instead, the UK should focus on 50 nations where it has a direct interest and should co-operate with other countries in other regions.

Colonial "hangovers" where countries, including the UK, focus on the nations with which they have the greatest historical links, are absurd, Mr Leonard continues.

New tone

He urges Mr Blair to use the European Union summit in Denmark this autumn to suggest the EU develop plans for co-operation on "public diplomacy".

A new tone is also needed, he says, so diplomacy is more about winning arguments and less about propaganda.

He acknowledges the successes the British Council has achieved but says more is needed.

With surveys showing young people abroad especially see the UK as a country in decline, more work needs to be done on proving British relevance.