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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 transient was to discreetly provide the Sunday Occasions Wealthy Checklist researchers with proof of his price, press cuttings and the like, to make sure Bannatyne was billed properly forward of any of different Dragon – significantly Peter Jones when it comes to his private Internet Value.
Duncan was completely obsessive about being seen as the larger standalone Dragon when it comes to private price within the Sunday Occasions Wealthy Checklist. Being on the prime of that checklist was a badge of honour for Bannatyne. Removed from working for canopy and never wanting his private price recognized, Bannatyne was fairly the alternative and couldn’t do sufficient for researchers by way of myself when it comes to serving to them construct a sturdy image of his internet price. He was gutted with the onset of Peter Jones car on ITV, Tycoon (which fell considerably flat when it comes to scores) and at all times wished to discover a technique to outdo him.
In distinction, I additionally represented for a time one of the best man at Duncan’s wedding ceremony to Joanne McCue on the eleventh November 2006, John Moreton, who was wholly the alternative to Bannatyne when it comes to his outlook to non-public publicity. Moreton based the Southern Cross Nursing House Group and had painstakingly had himself extracted from the Sunday Occasions Wealthy Checklist. He begged to be taken out. He didn’t wish to be a goal for the hundreds of people and teams that might 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 elements in movies, successful some and dropping some. One which landed was taking part in 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 digicam beneath water. One other half resulted in him paying £6,000 in a charity public sale to seem very briefly on display screen as ‘Derek’s Buddy’ within the 2004 movie ‘College of Seduction’ which noticed him seem alongside Kelly Brook set in Newcastle. Then he performed a bar proprietor in ITV’s Ladies’ Membership, additionally set within the North East of England.
A producer ultimately mentioned to him, ‘You could be in luck, Why don’t you audition for the BBC’s new collection referred to as Dragons’ Den, based mostly on the American present ‘Shark Tank’?’
The timing was excellent. He bought the half and the remainder is historical past.
For Bannatyne, he was as a lot enthusiastic about propelling his persona into the nationwide media, not simply with the intention to promote Bannatyne Well being Golf equipment or his Bannatyne Lodge in Darlington however to make himself the model. He wished to be the product folks paid to devour.
He additionally understood the ability of picture when it comes to promoting your private model. Moderately 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 had been accompanied with an image of him. He realised {that a} image is certainly price a thousand phrases. And so I did every little thing doable to get his picture to run in tales. That was very a lot a part of the transient.
He was single-minded and had a plan.
The books that adopted authored by Bannatyne had been one main product output of the Duncan Bannatyne model. His first e-book was ‘Anybody Can Do It: My Story’ in 2006. This was to the horror of one other certainly one of my shoppers Sahar Hashemi, the co-founder of Espresso Republic whose bestselling autobiographical enterprise e-book 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 working off with it.
With a crew of ghost writers aiding, 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 individuals had been paying to devour.
What took the flogging himself to the following degree was why I most likely secured a spot on the prime desk of his wedding ceremony in 2006. I had already offered his engagement photos for a five-figure sum to OK! Journal. The plan was to go once more with the marriage photos 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 bought suspicious concerning the photos I used to be rigorously co-ordinating involving all of them gathering in teams and smiling for the movie star photographer, versus customary wedding ceremony photographer.
It was Theo Paphitis that ultimately spouted off “How a lot is Duncan getting for these photos then?”
That is the juncture the place you might want to resolve rigorously and consciously what path you wish to take with your individual publicity.
Are you going to be the product and become profitable from your individual 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 in addition 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 in truth not for you in spite of everything and also you’d relatively let your companies communicate for themselves?
You don’t need the chance of ridicule on social media or journalists taking pot pictures at you as soon as they mood-swing.
Learn on when you’re within the former classes. It is going to be a white-water trip. In case you get it proper, the rewards really outweigh any negatives.
Richard Hillgrove
Richard Hillgrove is to the go-to man for all entrepreneur’s PR wants. On the delivery 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 by means of 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 International Entrepreneurship Week 2014, Hillgrove organised the landmark ‘Haka for Enterprise’ in Piccadilly Circus successful the Excessive Impression Award. Now he’s instructing you methods to bootstrap and DIY your individual PR to media and monetary success. You possibly can minimize all of the crap, drive off-road and make a significant affect.
He might be reached on: richard.hillgrove@6hillgrovepr.com
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