PR guru reveals truth about pap photos after Hembrow, Bailey date snaps emerge

News.com.au

a day ago

They're the photos that have the whole of Australia talking – but one expert has shared a shocking truth about the snaps that exposed Tammy Hembrow's budding new relationship with AFL star Bailey Smith.
The soon-to-be divorced influencer, 31, has been 'spotted' on several Gold Coast dates with the 24-year-old Geelong player in the past two weeks.
Photos published show the pair, seemingly unaware they are being photographed, strolling hand-in-hand after enjoying a lunch date together at the uber trendy Rick Shores restaurant, at the Burleigh Pavilion.
While another photo, taken inside what appears to be a local RSL, showed them pashing on a chair as diners sat at tables nearby eating plates of steak and chips.
'What many people don't realise is that 99 per cent of paparazzi photos in Australia are set up,' Billy Daniels, a Sydney-based PR expert, told news.com.au.
'Australian cities don't have the same celebrity landscape as the likes of LA and New York, so it's not feasible for paps to spend their days circling buzzy locations hoping for a celebrity to show up.
'The majority of photo ops, particularly when they link back to a brand, are planned in advance, either by the celebrity, their publicist or manager.'
While Daniels – who runs boutique content marketing agency Billy Etc, isn't suggesting the relationship isn't genuine, he does suspect that Hembrow and Bailey wanted the romance exposed.
'Hembrow and Smith are legitimately spending time together … I am more sceptical of them being conveniently 'spotted' by a waiting professional,' he explained.
'Photographers here tend to have relationships with the celebrities, they'll literally text them and ask if they want to be snapped, and the tone is more collaborative than confrontational.
'Celebrities in Australia often prefer to 'work with' the pap industry rather than fight against it. So when you read that they have been 'spotted together', I always ask: 'spotted by who?''
One of the snaps – which shows Hembrow, a mum-of-three, and Smith looking directly into the camera with cheeky smiles – appears to support this.
'I have set up shots in the past and I completely stand by it. It can be a really taboo thing to do, as it's seen as desperate or fame hungry … whereas I see it as a safer and less intrusive way to get the shot,' said Daniels, who starred on reality TV show Made In Bondi last year.
'We all consume it but tend to be so judgmental of the way it runs.
'But I think nearly everyone who finds themself at the centre of public interest would prefer a controlled photo, rather than having their privacy invaded.'
The PR, who has 11-years experience in the industry, also discussed the topic on The Briefing podcast with journalist Helen Smith, giving insights into how brands will often pair famous people together.
'For example, when we see H&M collaborating with Alexander Wang, so you have got your low end and your high end, and when they come together both brands are being exposed to a different market,' Daniels said.
'Its great for project promotion, and brand synergy, where both parties have very different audiences and can benefit from each other's.'
Fans have been quick to speculate about Hembrow and Smith's apparent relationship, which comes just 8 weeks after she announced she had separated from her husband Matt Zukowski.
Some argued the pairing was a publicity stunt for Smith's recent Tinder campaign as the face of its new Double Date feature.
While others claimed it was 'suspicious' to see Hembrow move on 'so soon', with the apparent new romance sparked an avalanche of 'sexist' criticism online.
Their high-profile dates also captured unwanted attention from community football coach, John Baggetta, who was sacked on Friday after making a crude social media remark about the supposed new couple.
The Harvey Brunswick Leschenault Football Club terminated his contract after Baggetta posted an offensive slur to Facebook, where he referred to Hembrow as a 'c** bucket'.
The full comment read: 'He's trying to keep his relevance and she's a c** bucket'.
Hembrow posted an emotional video of her crying extensively shortly after, explaining the videos were filmed during her marriage breakdown, with fans also noting the significance of it being shared amid Baggetta's sacking.
Meanwhile Zukowski is said to be 'shattered' by the fact his not yet ex-wife is reportedly dating again.
'We only broke up eight weeks ago. I just don't understand how someone can move on so quickly,' he told the Herald Sun.
'It's been 48 days, and I'm still trying to work out how I feel as a person after committing in marriage to someone. I'm trying to focus on myself and heal.'