Dennis Rodman continues on Celebrity Apprentice AP
"Andrew, you're fired," says Donald Trump to Andrew Dice Clay on the first episode of the NBC reality TV show, The Celebrity Apprentice. But, why? What did the famous and funny albeit controversial comedian do to be the first celebrity fired by The Donald?
The teams were split by gender but charged with the same task and goal. Bake cupcakes, sell out of a mobile unit that they could decorate and locate anywhere in NYC, and raise as much money as possible which would go to the winning project manager's charity. The women won -- the men went to the Board Room -- project manager Hershel Walker brought back Dennis Rodman and Andrew Dice Clay -- Clay was fired.
The PR lessons learned tell the story of what happened.
Stupid is never funny and never works. Making your first contact with "the boss" a put down of him and his staff, (Andrew Dice Clay complained to Trump that not having bagels or butter in the morning was awful and the fault of Trump and his staff) and later saying that "even Donnie Trump can't do this" referring to impressions of the famous to make people laugh, and on and on, is stupid. This conduct doesn't build your brand to the audience or customer, doesn't build goodwill, doesn't get them to root for you (even if you are ahead) and, certainly doesn't give them an incentive to "save" you if you are teetering.
Deliver on expectations. The men's team made bad-tasting cupcakes. Because Andrew Dice Clay opted out on the kitchen and instead ran over to Sirius radio to do on-air spots to draw a crowd for the next day -- his lack of participation could be pointed to as a reason why the product was a disaster. Even if irrational -- if you opt out in the most critical part of the job -- then you are setting yourself up for a fall.
Don't hide the buffet. The men's team had immensely popular and recognizable NBA star, Dennis Rodman. But he stayed inside the truck rather than going out on the street as a draw. He insisted that if people saw him they would wave, want a photo and not purchase a cupcake. Who would think that? He did and his team didn't insist he change course. Not the Dice-man's fault but something that brought the team down putting him in the Board Room.
Stay tuned for next Monday's Celebrity Apprentice PR lessons learned!
Photos of the stars in Celebrity Apprentice 2 and a preview for the season, click here and watch the slide show at bottom of column.
Remember Kwame Jackson from The Apprentice 1 finale? Read about his apparel fashion line now.
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