How does PR create celebrities?- Lucy Gaskell

It appears today that anyone can become a celebrity. “Skills” are no longer required, you don’t need a sporting talent or a gift in acting but instead outrageous acts or a likeable personality will now get you far. A reality programme such as Big Brother or The Only Way Is Essex will throw you into stardom and with work from a good public relations company you can go from being your average normal person to being seen on the front of magazines, be the face of brands and being followed by the paparazzi. Whether you love them or you hate them, these ‘celebrities’ become well-known to the public because of the backing of a good public relations company. So what is it a public relations company will do to get you on the road to stardom?

(Amy Childs, picture taken from :
http://rockyourcrowningglory.blogspot.co.uk/2012/01/plum-is-new-red.htm

Harry Beckwith, a successful author, states “people buy personality and ideas before they buy the product”. So basically celebrities first of all need to be seen in a positive way, as that is how they will sell themselves. Jennifer Aniston, a well-known actress who is mainly remembered from the American television series Friends, has the image of the “girl next door” and Katy Perry, a successful singer, is seen as “innocent and fun loving”. By having these images, which are portrayed through their personalities, they have gained roles in the media. It is not just A-list celebrities but also Z-list celebrities who have got where they are today because of their personality. Just look at Amy Childs who first found fame in The Only Way Is Essex (Towie) with her iconic phrases “shut up” and “vajazzel”. Now she is often seen in the media attending events, has had her own reality programme and also has her own clothing line. All this, because she was seen as likeable and people could relate to her.

Being seen as a do-gooder also helps gain a positive public face. George Clooney was involved in the International Rescue Committee, One Direction is the face of Comic Relief this year and Jodie Marsh has been the face of PETA campaigns. All these causes gain media coverage which ultimately gains publicity both for the charity, but also the celebrity.

Knowing how to turn bad publicity into good publicity is also key. Just take Hugh Grant for instance, he was caught with a prostitute in 1995. However by admitting to his mistake, making public apologies and taking the blame for what he had done, people soon forgot about the scandal and his public relation team got him involved in UNICEF.

So in short:

• You need to be ‘out there’, somebody who no one else has seen before.
• Get their name out there – events, link to charities, press releases.
• Positive press.
• Likeable personality – good traits need to be shown.
• Social media – connect with fans.
• Link to ads/brands – if a good brands wants them as a spokesperson, its free publicity.