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As a part of dealing with the Private publicity for former BBC Dragons’ Den star Duncan Bannatyne, a part of my temporary was to discreetly provide the Sunday Instances Wealthy Record researchers with proof of his value, press cuttings and the like, to make sure Bannatyne was billed properly forward of any of different Dragon – significantly Peter Jones by way of his private Internet Value.
Duncan was completely obsessive about being seen as the larger standalone Dragon by way of private value within the Sunday Instances Wealthy Record. Being on the high of that record was a badge of honour for Bannatyne. Removed from operating for canopy and never wanting his private value identified, Bannatyne was fairly the alternative and couldn’t do sufficient for researchers by way of myself by way of serving to them construct a strong image of his internet value. He was gutted with the onset of Peter Jones automobile on ITV, Tycoon (which fell considerably flat by way of rankings) and all the time needed to discover a method to outdo him.
In distinction, I additionally represented for a time the very best man at Duncan’s marriage ceremony to Joanne McCue on the eleventh November 2006, John Moreton, who was wholly the alternative to Bannatyne by way of his outlook to private publicity. Moreton based the Southern Cross Nursing Dwelling Group and had painstakingly had himself extracted from the Sunday Instances Wealthy Record. He begged to be taken out. He didn’t need to be a goal for the 1000’s of people and teams that may goal him for handouts.
Bannatyne, previous to coming into the Dragons’ Den, already had his coronary heart set on TV and Movie stardom.
As a jobbing actor he was humiliatingly lining up at auditions for bit components in movies, successful some and dropping some. One which landed was enjoying the non-speaking function of a lifeless man in a pool for the BBC’s Sea of Souls. The non-action function concerned him floating lifeless previous the digital camera beneath water. One other half resulted in him paying £6,000 in a charity public sale to seem very briefly on display as ‘Derek’s Buddy’ within the 2004 movie ‘Faculty of Seduction’ which noticed him seem alongside Kelly Brook set in Newcastle. Then he performed a bar proprietor in ITV’s Women’ Membership, additionally set within the North East of England.
A producer ultimately stated to him, ‘You may be in luck, Why don’t you audition for the BBC’s new collection known as Dragons’ Den, primarily based on the American present ‘Shark Tank’?’
The timing was good. He obtained the half and the remaining is historical past.
For Bannatyne, he was as a lot keen on propelling his persona into the nationwide media, not simply with a view to promote Bannatyne Well being Golf equipment or his Bannatyne Lodge in Darlington however to make himself the model. He needed to be the product folks paid to eat.
He additionally understood the facility of picture by way of promoting your private model. Somewhat than only a flat month-to-month retainer for putting tales about him within the nationwide media, he additionally handsomely bonused me for getting tales to run within the media that additionally have been accompanied with an image of him. He realised {that a} image is certainly value a thousand phrases. And so I did every part doable to get his picture to run in tales. That was very a lot a part of the temporary.
He was single-minded and had a plan.
The books that adopted authored by Bannatyne have been one main product output of the Duncan Bannatyne model. His first ebook was ‘Anybody Can Do It: My Story’ in 2006. This was to the horror of one other one in every of my shoppers Sahar Hashemi, the co-founder of Espresso Republic whose bestselling autobiographical enterprise ebook in 2004 was entitled, you guessed it, Anybody Can Do It: Constructing Espresso Republic from Our Kitchen Desk’. Bannatyne would by no means let another person getting in first cease him copy and pasting a good suggestion and operating off with it.
With a staff of ghost writers helping, Bannatyne launched Wake Up And Change Your Life in 2008. Then ‘How To Be Sensible With Your Cash’ in 2009 adopted by ‘How To Be Sensible With Your Time’ in 2010.
His private model was driving excessive and making loads of cash.
Then got here the talking engagements. By having TV publicity, he may command as much as £20,000 for a 40-minute speak to a Deloittes, JP Morgan or Ernst & Younger. That price continued to rise in parallel together with his ascending TV stardom.
Once more, Duncan Bannatyne was the product that folks have been paying to eat.
What took the flogging himself to the subsequent degree was why I most likely secured a spot on the high desk of his marriage ceremony in 2006. I had already offered his engagement footage for a five-figure sum to OK! Journal. The plan was to go once more with the marriage footage which I used to be there principally to orchestrate.
I used to be on a coach with Deborah Meaden, Theo Paphitis and Duncan and others going from the Church to the reception held in a corridor with eighties legend, the true Mark Almond performing.
All of the Dragons obtained suspicious concerning the footage I used to be fastidiously co-ordinating involving all of them gathering in teams and smiling for the celeb photographer, versus commonplace marriage ceremony photographer.
It was Theo Paphitis that ultimately spouted off “How a lot is Duncan getting for these footage then?”
That is the juncture the place it’s essential to resolve fastidiously and consciously what path you need to take with your personal publicity.
Are you going to be the product and make cash from your personal private model? Or is your private profile solely there to assist increase your varied enterprise pursuits?
Or are you a hybrid being each the product but additionally your profile boosting all your different companies?
There’s an alternative choice for the faint-hearted.
Maybe you’ve determined, after a lot soul looking, that the limelight is the truth is not for you in spite of everything and also you’d somewhat let your companies communicate for themselves?
You don’t need the chance of ridicule on social media or journalists taking pot photographs at you as soon as they mood-swing.
Learn on when you’re within the former classes. It will likely be a white-water journey. If you happen to get it proper, the rewards actually outweigh any negatives.
Richard Hillgrove
Richard Hillgrove is to the go-to man for all entrepreneur’s PR wants. On the start of BBC enterprise present, Dragons’ Den, he represented BBC Dragon Duncan Bannatyne OBE for 3 years. Then James Caan CBE for 7 years. He even sorted former Dragon and Yo! Sushi Founder Simon Woodroffe OBE. He is sorted scores of the Channel 4 Secret Millionaires. Hillgrove has represented the Godfather of Promoting, Charles Saatchi via to Dame Vivienne Westwood, Amber Heard, Rose McGowan and Hollywood actor, Steven Seagal – all entrepreneurial in their very own proper, though not your ‘serial entrepreneur’ within the strictest sense of the phrase. For World Entrepreneurship Week 2014, Hillgrove organised the landmark ‘Haka for Enterprise’ in Piccadilly Circus successful the Excessive Impression Award. Now he’s educating you how you can bootstrap and DIY your personal PR to media and monetary success. You may reduce all of the crap, drive off-road and make a significant affect.
He may be reached on: richard.hillgrove@6hillgrovepr.com
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