Wayne Rooney could gain the most significant reputation boost of the entire I'm A Celebrity series, according to PR Director Olivia Bennett, who warns that any overly calculated attempt to rehabilitate his public image could swiftly prove detrimental.
Bennett, Head of PR at SEO, AI SEO, digital PR and marketing agency Go Up, said the former footballer does not need the show to become more famous. Instead, the opportunity lies in whether it makes people rethink the version of Rooney they have held in their heads for years.
A Chance to Be Seen Differently
Following more than 20 years in football, relentless tabloid attention, intense examination of his marriage and well-documented public blunders, Bennett said audiences already believe they have Rooney figured out. The jungle format offers him something far more challenging to achieve through a standard interview: extended periods where the public can observe his genuine behaviour.
Bennett said: "Wayne doesn't need I'm A Celebrity to make him more famous. The opportunity for him is whether it makes people rethink a version of Wayne Rooney they've probably had in their heads for years."
Comparisons with Coleen Rooney
However, Coleen Rooney's triumphant appearance on the show might complicate Wayne's task. Bennett noted that Coleen did well in the jungle and people warmed to her, so comparisons are inevitable. If Wayne appears to be trying to recreate that, or if it starts feeling like there is a very obvious plan to soften his image, viewers will see it.
Bennett said: "If I were advising him, I genuinely wouldn't tell him to go in there and try to repair anything. He doesn't need a big redemption speech. He probably just needs to let people watch him."
She added: "You can sit down for an interview and tell people you're quieter than they think you are, or funnier, or more thoughtful, but there's something much more convincing about viewers gradually reaching that conclusion themselves because they've watched you every night for a week."
High Stakes in the Jungle
Bennett concluded that Wayne has a lot to gain but probably quite a lot to lose as well. She said: "That sounds simple, but it's probably the hardest part, because reality television works partly because you can't control all of it."
