As published this morning at: http://popdemonium.com/2010/07/challenges-celebrity-pr/

One of the most challenging parts of working in celebrity publicity is re-shaping an image which the world already thinks they know. Constant public scrutiny, the demand of hundreds of media outlets calling non-stop, and the immediacy of today’s media make this even harder. The latest news from Lindsay Lohan, Mel Gibson, Tiger Woods and other shining stars, makes one wonder about the differences between a celebrity and a “normal” human being.

After years of work with corporations and celebrities, I realize that the media often decides a story angle before they actually hear the facts. In “Bias” – probably the century’s most significant media-criticism book – Bernard Goldberg, ex-CBS producer, states that a lie in media terms is not really a lie, “they would pass the polygraph test… they honestly believe what they’re saying. And that’s the biggest problem of all”. Just last week, in an unprecedented rule in England, Angelina Jolie and Brad Pitt won their case over privacy against a gossip outlet that reported an upcoming divorce. The damages will be accounted for by the paper and offered to the intruded couple. And, all this because drama sells paper, whether it’s true, false or exaggerated. I mean consider how many headlines were written on Tiger Woods, but what do we really know other than that he cheated on his wife?

The media simply feels compelled to respond to massive public interest, and human fascination. Celebrity representatives often can’t respond quick enough to damaging news – and this lack of response, or failure to fix the issue, can often shape the story. In contrast to a company, brand or product, the “celebrity brand” stands alone. If something is perceived to go wrong you can’t accuse production lines, ‘industry trends’ or forces of nature, like BP has tried to do. Instead, the individual celebrity is the only one who can break, or fix, his or her “brand.”

In today’s new media world, information is excessive. It has inflated the online market, and questionable stories and their sources are all around. The media and its key players – reporters, producers and editors – find themselves competing hard for your attention, click, and ‘retweet.’ This struggle makes it more challenging to proof-check every single story as the cycle is a 24-hour “news” cycle where everything and anything can happen anytime. Unfortunately, this also allows some to promote their own goals and stockholders’ interests by bullying people along the way. Perhaps the cure will come with online, fee-based content, which will charge readers for access but in exchange make a commitment to value and quality for the reader. It’s rumored that the New York Times and Apple will adapt such a model.

I have commented extensively in the media regarding Woods, Lohan and Gibson, and I believe in today’s America, with strategic planning and a PR plan, all of these figures can make a return to some degree and repair their image. They too are human beings, and for them too life shall go on.

Recently we have seen a return of sorts of Rev. Ted Haggard, who was forced to resign nearly four years ago as president of the politically powerful National Association of Evangelicals and to step down from the mega church he founded, after admitting that he had bought methamphetamine from and had a sexual interaction with a male prostitute. Haggard confessed in a tortured letter, calling himself “a deceiver and a liar” who had long wrestled with desires he described as “repulsive and dark.” Now, in his comeback, the energetic and positive Haggard says he is back to doing what he was born to do. “Tiger Woods needs to golf. Michael Vick needs to be playing football. Mr. Haggard needs to be leading a church.”

Celebrities, too, are human beings, not lab rats. They make mistakes, like human beings, but their image can be harder to manage. They possess a “brand personality” that’s constantly up for scrutiny.

There is logic in a celebrity stating “this is what I do best, let me do my job.” Some can and will recover a blunder with the media, while others will not stand the test. Celebrities are individuals with red blood. They’re individuals with a wide public awareness and they represent something – bad or good. Working closely over the years with some of America’s most famous people, I wont allow my children to worship someone who can dunk a ball, golf the best, win an Oscar; look up to people you know, not people on TV or movies.

Ronn Torossian is the CEO of 5WPR, one of the 15 largest PR firms in the US. Named to the “Ad Age” and “PR Week” 40 under 40 lists, he was a semi-finalist for the 2010 Ernst & Young Entrepreneur of the Year Award. His agency represents leading brands in all spaces, and has worked with celebrities including Snoop Dogg, Pamela Anderson and Nick Cannon.

Through the years, we have represented a slew of celebrities, ranging from Snoop Dogg and Ice Cube, to Pamela Anderson, hall of fame athletes, and others. Whether or a major mega-star, or up and coming celebrity, universally celebrity PR campaigns are very demanding, time consuming and hard work, for many reasons.  (And of course that’s before the “colorful” (and I can tell a ton of stories, but wont am sworn to secrecy).

Adrian Grenier’s recent comments to the WSJ that celebrities wont need Public Relations representatives in the future: “I don’t have a publicist and never have.  I’m no stranger to self promotion. I find it first of all more authentic when you put a bit of your creative touch to what you’re trying to share.”

Public Relations is more than self-promotion for celebrities, its shaping and positioning a brand, its filtering requests, and many other responsibilities.  I agree with a comment I read made by a CEO of a PR agency “Dollar for dollar publicity is one of the great bargains left in Hollywood. If a celebrity makes $6 million a year, for example, they probably pay a publicist give or take $5,000 or $6,000 a month, or one percent of their net. When you compare the hours a publicist puts in to the ten percent a manager or agent gets…I don’t think agents or managers are overpaid, but I think publicists are underpaid.” As he further stated, a good publicist will drive their client to be themselves.

I am just returning to work today from a week in the gorgeous French Riveria (visited Monaco, Nice, Cannes and other areas), and the amount of wealth and high profile people there was amazing.  Who would handle the many celebrity mistakes made in places like this, or false sightings which are reported ?

Nearly all CEO’s have Public Relations pros, or PR agencies handling their needs, and so too should celebrities. Celebrities need PR specialists, much as they need lawyers, accountants, doctors and others who know their fields the best way.

Ronn Torossian

5WPR

Although I was raised in the Bronx and spent innumerable days at Yankee Stadium, I will nevertheless admit to having attended the Mets home opening of the $800 million Shea Stadium last night.  It was quite a memorable experience.   I went with a top-tier journalist and a major client (who has season tickets), and we sat in the 2nd row behind home plate, celebrity center, listening to Governor Patterson make small talk as he was loudly booed by the stadium.

Sitting up there was a social event, with everyone constantly moving around.  I spent an inning in the front row with a colleague with whom I sit on a non-profit board, met a lot of potential sources for new business and had face time with influencers. In terms of the brand, the stadium itself is breathtaking: small town feel, part Disney, and certainly nothing like the old Shea.  The immaculate, luxurious Sterling Club felt more like a high-end hotel than a baseball game.

One thing which jumped out at me was the lack of big-name advertisers.  A local, small construction company, small car dealerships, and even Caesar’s Palace in Atlantic City – all prominent advertisers at the stadium, but very odd brand fits for the Mets.  Sign of the times, even with Citigroup spending their millions and millions.

Ronn Torossian

5WPR

Every day this week, I walked one block south of our offices to the tents at Bryant Park.Out on the street in front of the Fashion Week tents, lights were flashing and people were gawking.But while some were there for the fashion, I was there to people watch.As a marketer, I’m always inspired by the creative street theater and guerrilla marketing events saturating the Bryant Park sidewalk during Fashion Week.People watching allows me to see trends and make observations first hand.Reading a media report is a far cry from the palpable excitement on the street.

This morning, for instance, I encountered a few cross dressers promoting the Janice Dickinson show swarmed by photographers and a crowd of people.It’s a great example of a low cost, high impact way to capture influencers.

While I won’t reveal here the many successful stunts 5WPR executed for Fashion Week, I can say that street theater and guerrilla marketing are amazing ways for brands to capture mind share and media share at huge events, without incurring huge costs.

If you’re open to big ideas and have a entrepreneurial mindset, you can always find a way to incorporate your brand into the mecca of huge events, without having to pay the multimillion dollar price tag.Whether Fashion Week, The Superbowl or Sundance, 5WPR always finds creative ideas and angles to enter the media landscape, permeate the discussion and penetrate the tastemakers who attend.Brands need to seek creative, winning concepts… and winning sometimes means being outside rather than inside the box.Those who take the biggest risks with their brand often reap the biggest rewards.And by far the most attention.

Ronn Torossian
5WPR

Yesterday’s arrest of Kanye West at LAX was surprising to me primarily because it doesn’t happen more often.  West was arrested for suspicion of vandalism after confronting paparazzi media and allegedly smashing their  cameras.  The struggle between celebrities and the paparazzi is an issue that high profile people must deal with on a day-to-day basis, and it is extremely trying on both physical and emotional levels. It is incredible that today, even after the death of Princess Di, celebrities still have very little protective barriers between them and an intrusive swarm of prying media. Yes, people in the public-eye lose their right to complete privacy when they perform, appear in movies, or get rich by possessing rare athletic ability, but does that mean that there should be no boundaries whatsoever?  Should their children be endlessly subjected to flashing lights? Should they not be allowed to lead somewhat normal lives?

Ronn Torossian: 5WPR has worked with countless celebrities.  I vividly remember walking out of court with Lil’ Kim after she was sentenced in her perjury trial a few years ago. We were managing her crisis pr, and as we walked out the front door, we (Lil’ Kim, one security escort, two attorneys, two of her family friends and I) encountered at least 100 members of the media all jockeying for a shot or a comment.  It was a wall of reporters and photographers, flashbulbs blinking in her face. To say it was a mob scene is an understatement.  After the paparazzi got their pictures, they still wouldn’t move.  There was no choice but to push forward for the two blocks we were required to walk.  It was a very dangerous situation, and in LA, this happens every single day.

Managing the media for corporate clients is far different than managing celebrity-driven paparazzi media.  Every type of public relations, whether crisis-based or paparazzi, consumer or technology, requires different skills and a completely different set of “rules.” I don’t believe for a second that today’s incident between Kanye West and a swarm of paparazzi is an isolated occurrence, nor will it be the last time we read about a celebrity fighting for his privacy with paparazzi.

Ronn Torossian

5WPR

Reporters surrounded Lil Kim