3 tips for better management

I have not watched any of THE HOUSE OF HANCOCK on Channel 9, but a lot of people have. Indeed, last Sunday night some 25.5% of televisions were switched to Channel 9 last Sunday night

Despite not having viewed any of this series I am however confident of three things:

  • I am better off for not having viewed it
  • Gina Hancock’s legal action increased the audience
  • Better preparation would have made such action unnecessary


I spend Sunday evening discussing a new business venture with my son. I am sure building personal relationships is a better use of time than watching sensational gossip constantly interrupted by commercials.

As I see it the only thing the legal action taken by Gina Rinehart to block the programme or have it edit achieved was to draw additional attention to the programme and therefore deliver a bigger audience than it probably deserved

Perhaps most importantly if Gina had put more time into managing her personal brand, the legal action might not have been necessary and her cache might have been such that no programme could have caused her any substantial damage. Indeed if she had managed her brand better, no such programme might have been made, and if it were, it would be more likely to be flattering

Consider for example programmes that might – or might not be made about Gale Kelly, Fiona Stanley or Quentin Bryce. If such programmes were made, how likely would it be that these women would be offended by the content? It is possible but much less likely.

The solution for Gina (whom most people seem to talk about with distain and as if they know her) could have been, and still should be to manage her personal brand.

Of course, she might say that she has no time for personal branding. Well, I would argue that:

  • She seems to have time for legal action
  • She seems to have time to worry
  • Everyone has a personal brand

If you accept that a personal brand is in essence a summary of the audience’s expectations of an individual then you will accept that everyone has a personal brand.

The differences between a positive and negative personal brand is most often that the former is projected by someone who manages their brand. Someone who manages their personal brand, like Richard Branson simply takes a little time to:

  • Define their personal brand
  • Live their personal brand
  • Communicate their personal brand

I would argue than anyone who has a high profile, pride or a desire to maximise their potential needs to take the time to address these three issues.

I am aware that Gina might say that she, like many others cannot be bothered with this, and I respect that. But if the cannot be bothered with personal branding then they need to get more used to negative publicity and possibly being the subject of an Australian version of Dynasty (which I have also not seen, but understand the House of Hancock was compared to).

This of course highlights another issue and that is the fact that people like me who have not even seen the programme have a more negative perception of Gina Rinehart – and I would argue that given her reaction to the television programme she cares what people think of her.

I could be wrong

What do you think?

This issue will be discussed in more detail on THE D. JOHN CARLSON NETWORK – www.djohncarlsonnetwork.com

D. John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing and communication. Visit his blog – www.djohncarlsonesq.com

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