Even in an atmosphere of conciliation, there was no way to tip-toe around what Richard Burrows had to say. In the coded and understated corporate language of the boardroom, his depiction of the current Olympic Council of Ireland (OCI) was caustic.

"From my knowledge of corporate Ireland," said Burrows, "there is a nervousness at present about companies engaging in Olympic sponsorship. There is nervousness because there is unpredictability. There is a nervousness because of this issue of confrontation. I don't believe that what could be a rich vein of support for the OCI is being properly tapped."

If Pat Hickey's campaign launch in the Shelbourne Hotel last week was slick, Burrows' Hilton Hotel media debut was impressive, comprehensive and carried off with what has been in little evidence over these past few weeks: gravitas.

In the morning at the National Stadium, Burrows had delivered his 30-minute presentation to all but four of the 28 federations. Badminton and table tennis sent apologies, the Football Association of Ireland and taekwondo didn't show.

What those federations missed was a wide-ranging address which called for a radical overhaul of how the OCI conducts its business, how its "anti-democratic structures" should be changed to empower all federations and how it must nurture relationships with Government agencies with whom it must co-operate to maximise potential. The point, to which he kept returning, was that these combined elements all affect athletes.

"It is time for the spotlight to be on the tracksuit and not the blazers," he said. "There has been too much focus on blazers."

Burrows sought to place athletes at the centre of the organisation, and argued that federations should be there to see to the needs of potential Olympians in a transparent and open manner. The subtext was what OCI critics have been complaining about for some time: that few people actually know what goes on within the organisation.

"I would like to emphasise the need for transparency," Burrows said, "and the need to be absolutely transparent about the finances of the OCI. Essentially we are talking about public money here, so there should be full transparency and a full understanding on behalf of the federations as to how funds are allocated."

While examining the status of the OCI and the powerful brand of the five Olympic rings, Burrows implied the OCI reputation had been damaged following the string of highly public disputes.

"You have to earn respect. There is no way your status can confer respect. It has to be earned, and to do that the OCI is going to have to establish harmonious relationships with the Government and governmental agencies like the Sports Council."

Just how the federations assimilated the presentation will not be known until election time. But Olympic javelin thrower and Athletes' Commission chairman Terry McHugh, who attended as an observer, was impressed.

"It was very professionally delivered. As an athlete, his reference to the place of the athlete is what an athlete wants to hear - making an athlete the focal point rather than the bargaining chip or the tool," said McHugh. "But, having read Pat Hickey's manifesto, he is also saying this. I think that even if Burrows does not win, his candidacy alone will change a mindset."

Burrows also took the opportunity to tackle the alleged contrast between the fat cat pulling strings from a plush Parisian office (i.e., Burrows) and the can-do president who is only happy with his sleeves rolled up unblocking some federation drain (Hickey).

"I'm talking about a different style of leadership," said Burrows. "I'm not talking about a leadership where everything is focused around the president. What I would propose is a very much devolved structure. The fact of the matter is that I live in Dublin. I operate out of here."

While criticism was evident, the reality was that when ever Hickey's name arose, Burrows was praising him. Hickey's roll as an International Olympic Committee member is a permanent one, said Burrows, and in that capacity Hickey could have a hugely important and positive influence over the OCI.

"The OCI would work very closely with Pat Hickey under my leadership, and a strong relationship with the IOC could be of enormous benefit to the Olympic Council of Ireland," he said.

Now it is converting feel good into votes. A simple majority of 19 will win it. Hickey claims to have it in the bag already. Burrows' work is only beginning.