REL Capital

Using my journalistic insight, I crafted a press release charting Scott’s inspirational story, full of highs and lows, and told how he had to rebuild both himself and his business empire from scratch after he lost it all. I talked about his rags-to-riches background – beginning his working life as a nightclub doorman, aged 16, before becoming an uber-successful property entrepreneur in just a matter of years through sheer hard work and perseverance, as well as brains and brawn. He owned yachts, drove Ferraris, and even qualified as a pilot, flying himself around Europe on his own private plane for business and pleasure. I highlighted how he had made his first million in his early-20s before getting financially wiped out in the global financial crisis, which cost him £6M. I explained how things went from bad to worse when he was involved in a serious road traffic accident and both his legs and all his fingers were broken. Unsurprisingly after these traumas, depression set in. Far from wanting to conceal this, Scott was happy to speak openly about his mental health struggles, which the press warmed to. They were amazed to hear how he bounced back from these multiple dramas to make a million-pounds-plus for a second time.

I encouraged journalists to meet Scott face-to-face at his HQ in Central London, knowing that he’d win them over with his story-telling abilities and natural charm. When he was abroad on business – he has homes in Malta and the South of France and in Chelsea in the UK – we resorted to media interviews over the phone or via e-mail. Highlights of our personal profile PR campaign included full-page photo features in The FT and The London Evening Standard, and broadcast coverage on national BBC TV & Radio, plus BBC News Online, the sixth most visited website in Britain.

I have now been hired by Scott for a third time to PR him and his growing portfolio of 10 turnaround SME enterprises, this time focused on securing TV appearances.