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The "speed"iest man in Hollywood today, Charlie Sheen, has somehow managed to make his dismissal from the top comedy show, "Two And A Half Men", yesterday's news. College counselors be forewarned lest your best and brightest miss the opportunity of a lifetime: to work with Mr. Sheen as an intern in his company. The tenure for employment is set at eight weeks. On his Twitter account, he posted his ad for an intern: "I'm looking to hire a #winning INTERN with #TigerBlood. Apply here – http://bit.ly/hykQQF #TigerBloodIntern #internship #ad" Charlie has to be the most wanted celebrity in a five-planet radius at this point in time, and so the need for some administrative help, read a personal lackey, is certainly in order. He is currently launching a Web show on top of his many public relations appearances, and the blitz will most likely have the lucky intern wheeling and dealing with the biggest names in media and entertainment. And your perspective on Charlie's personal issues notwithstanding, this is an opportunity not to be missed. As a matter of fact, every business could learn something from how Mr. Sheen is handling his current situation. Among the many lessons are the following:
1. Public relations mastery. Finish the following quote: "All press is good press ..." The answer: "if you make it good press." Many a lesser business has faltered from executive scandal. Charlie's include a high-profile divorce from Denise Richards, a public child custody battle, and getting fired from the best job on television. What does Mr. Sheen do? Use the resulting media firestorm to focus the general attention of the public squarely on him and build his business into an empire. 2. Brand management. Unlike Janet Jackson, who apologized for her "wardrobe malfunction" at the Super Bowl instead of using it to further her already sexy image (and paid for it with dwindling record sales), Charlie Sheen has managed his freewheeling, inebriated brand into a personal iconoclast. Yeah, he can't be promoted by Pepsi or Coke anymore, but there are plenty of companies that can still sponsor and pay him because his image is straightforward, clear and easy to sell. Think about it: What would you think of Hugh Hefner if he apologized for all the sex he has undoubtedly coerced from his sizable harem? Use your opponents' criticisms to find your niche and strengthen your hold on the people who want what you offer. 3. Monetize publicity. Just because a business is able to gain its audience's attention does not necessarily guarantee profits. Once the eyes are on your business, you have only a short window of time to draw the money in. Strike while the iron is hot and get the advertisers, sponsors, investors, etc. on your side. The biggest mistake that even the best investors make is judging future returns by past or present performance. Use this to your advantage if you are looking to expand.
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