Sydney Sweeney's Novig Ad Reveals a New Risk for Brands
Sydney Sweeney's Novig ad grew Novig's brand mentions ninefold, but Ronn Torossian explains why Sweeney alone absorbed the campaign's reputational cost.
Celebrity PR Case Studies
11 Articles
Celebrity PR: Case Studies, Strategy and Reputation Rules
Celebrity PR explained through dated case studies: Mike Tyson, the Kardashians, Madonna, LeBron James and more, with the deal and coverage data behind each.
In 2011 I Called Kim Kardashian a Brand Genius. Fifteen Years Later, the Empire Proves It.
October 2011. Business Insider. I called the Kardashian brand enterprise-grade engineering when most of the financial press still treated her as a tabloid story. Fifteen years of compounding has proven the read.
Kim Kardashian PR: How the Kardashians Built a Brand
Kim Kardashian PR explained: how a 2007 reality show became KKW Beauty, SKIMS and a portfolio of brands, with dated deal data from Coty and investors.
Jerry Jones vs Roger Goodell: An NFL Owner-League Case
Jerry Jones vs Roger Goodell in 2017: how an owner's public revolt over a contract extension played out, what it cost him, and what it shows about owner voice.
Leave Brent Musberger Alone
Brent Musberger called the BCS Championship and said a few admiring words about Katherine Webb. ESPN apologized within hours. They poured gasoline on a forty-five-second moment in a fifty-year career — and validated the
Celebrity Product Placement Done Right — A For Immediate Release Book Excerpt
Celebrity and product placement PR is the discipline of integrating named-principal voice and brand identity at a structural level that compounds across years — a framework 5W AI Communications has operated since 2003 a
Michael Phelps Doesn't Need a Reality Show
Michael Phelps finished London with 22 medals and a reality TV pitch in his inbox. The reality TV reflex is the wrong reflex. The right move is the long one — foundation, book, one brand partner, NBC for the next Olympic
Angelina Jolie Brand Case Study: Name, Cause, Reinvention
Angelina Jolie brand case study: the 2002 name change, the 2012 UNHCR envoy role, the 2013 New York Times essay and Atelier Jolie, with dated sources and lessons.
Public Relations and Marketing Genius - Hats Off to Legend Steve Jobs
Originally published: August 26, 2011 · Updated: June 16, 2026 I wrote this two days after Steve Jobs resigned as CEO of Apple on August 24, 2011. He died six weeks later, on October 5. The original post was a tribute —
Entrepreneurs as Celebrities
Originally published: March 29, 2011 · Updated: June 16, 2026 In March 2011 The New York Times wrote about a wave of reality television built around entrepreneurs — America's Next Great Restaurant, Shark Tank, The Appre