My interest is not in these latest recruits, all with their own eccentric ways (Pants Man – need I say more). My intrigue lies with Mr Sugar and one half of his dynamic duo on the show, semi-retired PR practitioner, Nick Hewer.

Drafted in by the big man himself at the very outset to assist with a “small” television project, we are now five series down the line and have seen, over time, more of his characteristics and personality bubble out.

Quirky facial expressions are his trademark, but I think it took a lot more than these simple twitches for Sir Alan to trust him with the public relations side of his multi-million pound organisation, Amstrad. Nick understood the needs of Sir Alan very early on and knew how best to handle his technological empire over the years, cementing both their professional relationship and friendship and ensuring the trust was of high priority.

This should always be the backbone characteristic of any PR practitioner – to have the ability to successfully communicate with his or her client in a way that seems unforced and fluid. Without telling every PR practitioner in the business how to suck eggs, it’s something that in this digital age of doing PR needs to remain as top priority.

Looking how we can maintain this in the 21st century Tweeting and Facebook communicating ways, we need to constantly ensure the client is happy and getting the most out of their PR. So, even if it’s just a simple phone call to see how everything is going, it could swing the relationship in the right way.

However, if there’s one thing we may have underestimated about Nick, it’s his apparent effect on the opposite sex. As noted by glamorous Apprentice finalist, Debra Barr appeal to the ladies – although I’m sure that wasn’t one of the main reasons why Sir Alan appointed him as a ‘close aide’.

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