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Entrepreneurs Panel

Steve Purdham
Jennie Johnson
Debbie Pierce
Brian Hay
Julie Meyer
Laura Tenison
Jeremy Roberts
David Pollock
Richard O'Sullivan
Michael Oliver
Tony Caldeira
Charlie Mullins

It's nothing to do with me!

Richard O'Sullivan

Founded Millie’s Cookies in 1985 and went on to sell the Bury-based chain to catering giant Compass in 2003 for £24 million. In 2007 he signed an agreement with Boost Juice Bars – an Australian-based juice chain – to operate its UK outlets. The tenth Boost unit opened in the UK in Bristol in June 2009. O’Sullivan has been chairman of the Liverpool bar chain Baa Bar since 2006 and the Mexican food chain Barburrito since October 2008.

Question: 

I sold one of my businesses recently and since then it has suffered a number of blows to its reputation. How do I make sure I’m no longer associated with the brand?

Answer: 

Engage an appropriate PR firm for about three months. Through a carefully-managed process they can ensure that anyone in the business community that matters is aware that you’ve sold the business. They will help you craft a message that distances you from current events.

They will ensure that you have a “soundbite” that answers the obvious incoming questions in relation to the woes of the business currently.

Don’t be tempted to become a spin doctor yourself – leave it to the professionals or the government!

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