First the split, then the court fight. What now for Ms Mills?

Her image is at an all-time low, but reality TV could yet give Heather the last laugh

As her celebrity persona passes into temporary obscurity perhaps its time to stop and take a close look at the Heather Mills phenomenon. Not since the cult of Myra Hindley have we encountered so much vitriol aimed at one woman. Poor Heather has been on a rough ride and taken a long drop into a deep well of resentment. So, what is her crime? To marry a pop royal and then try to convince the world that she was bigger than her Beatle?

I have to admit I was part of the smug media cartel that pontificated about her ego, hubris, prominent outbursts and estrangement from reality. However, I believe that we all might have to reappraise the woman if she manages to turn it around and use her high profile divorce as a springboard to greater things. At a time when the granddaddy of spin, Lord Bell, is being hired to launder the image of Alexander Lukashenko, Belarus's autocratic president, Heather's quest seems more achievable.

So where does she go from here? The media makes no bones about its derisory treatment of her: she has been branded Pornocchio, Mucca and a porn star, but the fact is, she IS the (now) ex-wife of Sir Paul McCartney and, boy, is she going to have the last laugh. I predicted on my blog that she would soon be packing her trunk and three-ring circus and pitching up on main street USA to plunder the love. Let us not forget it was Yoko Ono who praised Heather for changing US public opinion of her by appearing on Dancing with the Stars. Even though Heather was knocked out in Week Six of the series, many viewers – including Yoko – were impressed by her determination to dance with her prosthetic leg.

She has guaranteed stardom in the States. Both Sarah Ferguson and Catherine Zeta-Jones exploited the US despite being written off by the British media establishment. The majority of the American public do not read or care about the British red tops, and every TV chat show and host will want to talk to her for one reason and one reason only – to be tantalisingly close to possibly the outburst of the decade. She will probably be offered all manner of breaks and cash to do this, and I am sure she will be smart and manipulate this interest to further her career.

Heather Mills's self-belief and determination, together with her hubris, drive an ego that knows no bounds. Rebooting celebrity is about dedication and blind faith. I remember a client calling me up on a lazy Boxing Day afternoon questioning why I had not checked in with him the previous day. I replied that perhaps he had forgotten it was Christmas Day. He barked down the phone: "Mark, that's the point. I should be in your thoughts every waking hour."

Happily I am no longer repping the tyrant, but his monstrous sense of self-worth is now matched by his current box office value. I suspect Heather would expect that dedication and she also has a handsome war chest that will give her the means to hire the best tactical strategist.

The media and Heather Mills are symbiotic – they need each other to perpetuate themselves and this need exaggerates expectation. She will prove the maxim that anyone can become a celebrity once they have themselves in the news and have the power to keep themselves in the news. The great US publicist, Maynard Nottage, was the first person to leverage scandal. He courted criminals, thugs, and fallen celebrities of the 1930s to join his list of clients. Trust me, the Nottages of the 21st century are on hand, ready to lock and load.

There is an obscure US website which acts as a matchmaker, putting cash-strapped causes and celebrities together. Currently on the site is an animal welfare group that seeks a voice to help save nearly 600 fighting roosters, which were farm-bred for illegal cockfights, from humane slaughter. My advice: come on Heather, leap on your charger and fight for their lives. The press are suckers for a photo op with a cute animal in tow. It could be a great start on the short journey to recovery.

The writer is a media commentator and publicist. His book, 'The Fame Formula', will be published by Macmillan in August

Start your day with The Independent, sign up for daily news emails
Arts and Entertainment
tvThe C-Word, TV review
Arts and Entertainment
The Ridiculous Six has been produced by Adam Sandler, who also stars in it
filmNew controversy after nine Native American actors walked off set
Sport
Danny Jones was in the Wales squad for the 2013 World Cup
rugby leagueKeighley Cougars half-back was taken off after just four minutes
Life and Style
The original ZX Spectrum was simple to plug into your TV and get playing on
techThirty years on, the ZX Spectrum is back, after a fashion
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA celebration of British elections
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Recruitment Genius: Senior Digital Marketing Consultant

£28000 - £45000 per annum: Recruitment Genius: A Senior Digital Marketing Cons...

Recruitment Genius: Assistant Stores Keeper

£16640 - £18500 per annum: Recruitment Genius: An Assistant Stores Keeper is r...

Recruitment Genius: Claims Administrator

£16000 - £18500 per annum: Recruitment Genius: This is an excellent opportunit...

Recruitment Genius: Software Developer - C# / ASP.NET / SQL

£17000 - £30000 per annum: Recruitment Genius: Developer required to join a bu...

Day In a Page

'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

Bread from heaven

Dutch survivors thank RAF for World War II drop that saved millions
Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

How 'the Axe' helped Labour

UK will be 'run for the wealthy and powerful' if Tories retain power
Rare and exclusive video shows the horrific price paid by activists for challenging the rule of jihadist extremists in Syria

The price to be paid for challenging the rule of extremists

A revolution now 'consuming its own children'
Welcome to the world of Megagames

Welcome to the world of Megagames

300 players take part in Watch the Skies! board game in London
'Nymphomaniac' actress reveals what it was really like to star in one of the most explicit films ever

Charlotte Gainsbourg on 'Nymphomaniac'

Starring in one of the most explicit films ever
Robert Fisk in Abu Dhabi: The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers

Robert Fisk in Abu Dhabi

The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers
Vince Cable interview: Charging fees for employment tribunals was 'a very bad move'

Vince Cable exclusive interview

Charging fees for employment tribunals was 'a very bad move'
Iwan Rheon interview: Game of Thrones star returns to his Welsh roots to record debut album

Iwan Rheon is returning to his Welsh roots

Rheon is best known for his role as the Bastard of Bolton. It's gruelling playing a sadistic torturer, he tells Craig McLean, but it hasn't stopped him recording an album of Welsh psychedelia
Russell Brand's interview with Ed Miliband has got everyone talking about The Trews

Everyone is talking about The Trews

Russell Brand's 'true news' videos attract millions of viewers. But today's 'Milibrand' interview introduced his resolutely amateurish style to a whole new crowd
Morne Hardenberg interview: Cameraman for BBC's upcoming show Shark on filming the ocean's most dangerous predator

It's time for my close-up

Meet the man who films great whites for a living
Increasing numbers of homeless people in America keep their mobile phones on the streets

Homeless people keep mobile phones

A homeless person with a smartphone is a common sight in the US. And that's creating a network where the 'hobo' community can share information - and fight stigma - like never before
'Queer saint' Peter Watson left his mark on British culture by bankrolling artworld giants

'Queer saint' who bankrolled artworld giants

British culture owes a huge debt to Peter Watson, says Michael Prodger
Pushkin Prizes: Unusual exchange programme aims to bring countries together through culture

Pushkin Prizes brings countries together

Ten Scottish schoolchildren and their Russian peers attended a creative writing workshop in the Highlands this week
14 best kids' hoodies

14 best kids' hoodies

Don't get caught out by that wind on the beach. Zip them up in a lightweight top to see them through summer to autumn
Robert Fisk in Abu Dhabi: The acceptable face of the Emirates

The acceptable face of the Emirates

Has Abu Dhabi found a way to blend petrodollars with principles, asks Robert Fisk