Secret Millionaire, CSR and positive PR
At Quest we’re big fans of philanthropy docu-soap Secret Millionaire and last night’s episode was even more of a must-watch with local lad done good (and friend of the company) Carl Hopkins. His week-long stay in rundown Easington, County Durham resulted in around £35,000 in gifts to three worthy causes mainly focused on providing activities for the town’s young people.
The programme is the latest in the ‘democratisation’ of business television joining the ranks of Dragon’s Den and The Apprentice in bringing the world of commerce into the living rooms of the general public. As a mainly business-to-business and corporate PR agency, it offers us a powerful opportunity to raise the profile of our clients above the business pages and trade magazines that are so important in driving awareness among their potential clients and peers. For those happy to embrace the ‘millionaire’ tag it is a rare opportunity for a successful entrepreneur to show their more emotional side and generate wider PR - something which Carl (ably assisted by his wife Steffi at Faith PR) has maximised in a number of news articles.
While overt displays of charity-giving are frowned upon by some they do still present good news stories for the media and when combined with positive social good can build bridges with a business’ community as well as demonstrating a company’s corporate social responsibility.
So, having secured a screentest for the next series for a client with his own rags-to-riches story, we look forward to making the most of the opportunity to further raise his profile.
The feedback from the show has been overwhelmingly positive.
What you didn’t get to see was the other people Carl gave a gift to - a group of male carers and Richie, a member of the group who was shown talking to Carl on his doorstep with his two children.
You also didn’t get to see Carl bowling with the group of carers, walking (and probably freezing his bits off again) on the long stretch of beach in Easington, dancing with old ladies at a tea dance at the Welfare - a shame he felt, as it shows that the centre caters for different generations and not just teenagers and kids.
For a behind the scenes insight into Carl’s time as a Secret Millionaire read his diary: http://www.kloog.co.uk/secret/index.html
Comment made on 28 August, 2008 @ 8:16 am
Thanks Stefanie - it’s interesting to see that they didn’t show all the giving, you would have thought that was key to include. I suppose it just shows the power of the editors to control the stories.
Some excellent appearances by you may I add - you certainly showed off your wardrobe!!
Comment made on 28 August, 2008 @ 10:30 am
I’m just glad they didn’t show the scenes of us playing tennis!!
Comment made on 29 August, 2008 @ 3:53 pm