Digital media such as twitter, Facebook, etc. offers a tremendous amount of opportunity – as well as a tremendous amount of risk.  With instant exposure, some utilize the exposure to their advantage and others fail miserably.  Hence two high profile celebrities with vastly different digital experiences – Chris Brown & Kate Upton.

This week, Chris Brown yet again seemed in need of a crisis PR agency as he caused controversy on Twitter after his Grammy performance – After tweet topics such as #wifebeater and #RIPChrisbrown, and negative tweets from celebrities including Michelle Branch, Brown lashed out with at his critics with strongly worded tweets, including a final “F You.” A few minutes later, Brown attempted to delete all evidence of his Twitter-tantrum. Of course, once it’s out, it’s out – and while it can be buried with SEO campaigns it can’t be completely erased. Think before you tweet. (More on this in a story I was featured on by Mashable

Of course, the cover girl of the Sports Illustrated swimsuit issue – Kate Upton could be deemed a digital media superstar.  Only a year ago, Kate Upton was a relative unknown – until a YouTube video of Upton doing “the Dougie” at a Los Angeles Clippers game went viral. Nearly 4 Million views later (and 200K plus twitter followers), she has secured a lucrative modeling career. With the simple video she is a self-created Internet sensation – and went almost overnight from being unknown to Number 2 on a list of the worlds 99 top women compiled by Askmen.com.

If she was forced to rely on the traditional gatekeepers she never would have made it –  Sophia Neophitou, editor of the English style bible 10 and a creative force behind the Victoria’s Secret shows said “We would never use” Ms. Upton for a Victoria’s Secret show. Neophitou said her look is “too obvious” to be featured in the high profile production. “She’s like a Page 3 girl- like a footballer’s wife, with the too-blond hair and that kind of face that anyone with enough money can go out and buy.” Similarly, Ivan Bart of IMG Models said everyone at IMG thought he was crazy for signing her.

Of course upon so many viewers of her videos came high-profile celebrity dates including Kanye West and the New York Jets quarterback Mark Sanchez which opened more doors with the gossip coverage. “People told me I couldn’t be fashion, that I’m just an old-fashioned body girl, only good for swimwear,” Ms. Upton said. “But I knew that I could bring back the supermodel.” “What can I say?” she added. “I’m relatable.”

Ms. Upton is a self-created PR sensation – and if her modeling career isn’t a success, rest assured (strictly for her professional skills of course), she’d have a bright future at a Public Relations agency in digital media.

Ronn Torossian is CEO of 5WPR, a leading NY PR Agency.

 

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.