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She does not necessarily try to eliminate regional accents, she insists, so long as the speaker learns to eliminate “lazy” speech such as slurring, and annoying verbal tics, such as “know what I mean”, “sort of”, or “like”. “You can get away with even quite a marked accent if you are an interesting enough speaker, with pitch and pace and pause in your delivery,” she says.
There is a strong business case for all this. A survey of company directors (see chart) by the Aziz Corporation, which calls itself the country's leading independent spoken communications consultancy, says that 31% reckon that a strong regional accent is a disadvantage in business.
But why the growth in demand? One reason is globalisation. Foreigners typically learn RP, or something like it, and are often mystified by Britain's stronger regional dialects. Dealing with them means speaking some sort of standard English.
A second reason is the growing emphasis on better presentation skills in business. Managers who are willing to lavish money on public relations, speech writers, coaches and so on are more likely to want their Ps and Qs fixed too.
A third reason is the erosion of boundaries within companies. Jayne Comins, a speech coach in London, notices a big increase in clients with a computing background. “Talking's not what they are really about,” she says. “A lot of men in IT didn't start out wanting a job working with people, but when they become successful they often have to talk at board meetings, give presentations and sell their product.”