DIARY: Mum's secret PR drive pays off

Finally, Diary was tickled to hear the story of 'author and entrepreneur' Sheridan 'Shed' Simove - famous for being one of the people who chooses who enters the Big Brother house.

Shed has written a book, Ideas Man, which details how the cheery madman has, variously, designed novelty adult gifts, produced groundbreaking TV shows and launched his own currency.

The writer was astonished at the amount of coverage his new book attracted in its second week on sale, given that it created barely a ripple in its first.

That is, until his mum explained she had, unbeknown to Shed, launched a full-scale media campaign from her home in Cardiff, South Wales.

'I found out when a number of journalists rang me and said they were interested to know more about Ideas Man,' said Shed. 'When I asked them how they heard about it, they all said, "Your mum called me!"'

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