PR Relations With Celebrities

Competitiveness is the very definition of the film industry. And since the very beginning, celebrities need to publicize themselves if they want to stick around for a long time. And this also applies for movies. If the audience is not aware of your film or it fails to garner interest, your film is doomed, no matter how good your content is.

Here’s a look at Public Relations’ influence in the Hollywood and Bollywood industry.

How PR works in Hollywood

The work of publicists in the Hollywood industry is a tedious journey. Publicists are constantly involved in handling their A-list clients’ PR activities.

Whether it is building a positive image or handling the bad press and crafting a better image for a celebrity’s drunken escapades, PR firms work at maintaining a favorable image in the public. Apart from public image maintenance, PR agents help celebrities in sealing multi-million dollar movie deals and future projects.

PR relations of celebrities are the most common practice followed in the Hollywood industry. Right from the very-public Robert Pattinson and Kristen Stewart relationship to Henry Cavill and Kaley Cuoco short-but-unconfirmed relationships, PR agents use relationships to promote their respective projects.

PR works in Hollywood at a very fierce level with every celebrity aiming towards better coverage and positive public attention.

PR Influence in the Bollywood Industry

Earlier, posters and trailers were the biggest media to promote films in the Bollywood industry. But now, production companies need to muster larger, innovative ways to ignite interest in the minds of the audiences.

Some actors have a larger-than-life star presence and their movies do well irrespective of the promotions involved, say, any movie, which stars Shahrukh Khan, Salman Khan and the other A-listers. But creating such a huge impression in the minds of the audience is what PR firms work hard at.

Nowadays, PR firms are constantly involved in promoting their films in different ways, say, appearing on popular TV shows and reality programs. Celebrities also appear in interviews on popular media channels and internet blogs.

Co-branding movies and products is also a popular method of garnering huge interest of the public. This kind of strategy works best when there is a common ground between the movie and the particular brand.

This strategy worked brilliantly for the Hrithik Roshan-starrer “Krrish” as they partnered with the popular coloring brand ‘Rangeela’. Since the movie and the brand shared a common audience comprising children, this strategy worked for both the movie and the product.

PR Relations with Celebrities

Here are some of the common duties practiced by PR agents with celebrities

· Handling short-term crisis, involving misquotation, accidents, alcoholic incidents and various other sudden crises situations. This also includes mitigating bad press over a longer time to build a favorable public image.

· Find opportunities for new movies, red carpet appearances and setting up interviews with leading publications and media channels.

· Establish new connections to promote their celebrities for new opportunities.

· Track news related to the celebrities and tackle situations in case of false accusations. This also includes taking down celebrity photos and articles in case of any copyright violation.

· Build a celebrity online image by handling their Facebook, Instagram and Twitter accounts.

The film industry is a tough spot, where every celebrity works extremely hard making their presence known. Public Relations can be the best way for celebrities to build a favorable image and stay long in the industry.

Advantages of PR Over Advertising

People tend to confuse PR and advertising, but the truth is that they are quite distinct and while good advertising can bring your business plenty of publicity, there´s nothing like great PR to give you that boost in the public eye.

First of all, you need to realize that PR is public relations. It´s coverage that isn´t paid for in cash, like advertising. It takes a lot more effort to create good PR, but it is well worth it, since this method is far more effective for publicizing your business.

PR Advantages

The advantages of using PR are many, so let´s take a look at a few of them.


PR is usually free. It may cost you in printing out your press release and stamps to send them, but it´s still a lot cheaper than advertising which can run into the thousands of dollars!


No matter how much you pay for an ad, you´ll never get a big front page placement. That´s reserved for news and offering great PR is a good way to get that position for absolutely nothing.


People know that ads are paid for and they take them with a grain of salt. While a good ad can still convert, people are automatically suspicious of an advertisement. However, with media coverage brought about by PR, people won´t have their guard up. They´ll read your story and be interested in it without being suspicious because it is assumed to be un-biased.


Once you´ve been featured on the front page, it´s quite possible for other areas of the newspaper to pick up on your story and redo it in their own way. This can provide free repeat coverage, within the same publication which is a real boost to publicity. People need to see information a lot of times before they make the decision to buy, so the more publicity, the better.


You´d be surprised at how far a good news story can go! Unless you have something to do with a piece of major breaking news, chances are you won´t be the number one story on the news tonight, but that doesn´t mean you can´t enjoy repeat coverage. If one television show or newspaper reports on you, it ´s quite likely that your story will also show up on other channels!


You can offer far more details about your company or product within a public relations story. Most newspapers will want to print more than a few lines, which would be standard for an advertisement, so you´ll want to include information that will catch the public eye.


Having connections with the media is never a bad thing and can stand you in good stead later on when you want to give your business a boost. Make sure that your press releases are exactly what editors are looking for, which will give you a leg up next time you have a press release. They´ll know that you provide quality work and this will reflect in their treatment of you.

There are many reasons to choose PR over advertising, if you have to make a choice. The truth is that combining the two publicity methods is an excellent method for gaining the optimum number of sales. However, when it really comes down to it, good public relations trumps advertising the majority of the time. Building connections and relationships with the media is invaluable and should definitely be utilized in every business that wants to be successful.

Managers: Got the Right PR?

As a business, non-profit, government agency or association

manager, are you satisfied with using a collection of

communications tactics to move a message from one point

to another. You know, creating print and broadcast

exposures? Publicity, if you will?

No problem, if that’s all you believe you really need.

But, have you ever thought about pulling out all the PR stops

to help achieve your unit’s managerial objectives?

I mean, you COULD do something really significant about

those important outside audience behaviors that MOST affect

the department, group, division or subsidiary unit you manage.

Then take advantage of the perception levels you’ve achieved

as those key external audiences of yours become persuaded to

your managerial way of thinking.

And, for that matter, once you’ve persuaded a number of

members of that key external audience to your views on the

issue in question, watch their perceptions closely as they

morph into behavioral actions that allow your unit to succeed.

That might even make your day! And it’s all very doable.

But not if you insist on limiting your offensive public relations

effort to simply creating print and broadcast exposures. Instead,

you should be preparing to do something positive about the

behaviors of the very outside audiences of yours that MOST

affect your operation. Because that’s when public relations can

actually create the kind of external stakeholder behavior change

that leads directly to achieving those key managerial objectives

of yours.

Thus your real managerial opportunity arises when it becomes

painfully obvious that counterproductive behaviors by target

audiences are the direct result of negative perceptions about

your organization or its services, products or personnel.

Suddenly, it becomes clear why you have to monitor opinion

among members of your most important outside audiences to

(1) determine how they perceive your organization; (2) to

identify and prioritize your public relations goals; (3) to create

and communicate corrective messages to those key outside

audiences and (4), to carefully monitor how and when those

perceptions inevitably convert to the key audience behaviors

you know, as manager, you need.

In brief, what you really require is an action-based blueprint that

leans on you to do some meaningful things about the behaviors

of those important outside audiences that MOST affect your

operation; to create the kind of external stakeholder behavior

change that leads directly to achieving your managerial

objectives; and to do so by persuading those key outside folks

to your views, then help move them to take actions that allow

your department, group, division or subsidiary to succeed.

You can count on the underlying premise of this kind of

managerial public relations: people act on their own perception

of the facts before them, which leads to predictable behaviors

about which something can be done. When we create, change

or reinforce that opinion by reaching, persuading and moving-

to-desired-action the very people whose behaviors affect the

organization the most, the public relations mission is usually


A variety of results are possible when you work public

relations this way: customers making repeat purchases; a

rebound in showroom visits; new proposals for strategic

alliances and joint ventures; membership applications on the

rise; improved relations with government agencies and

legislative bodies; capital givers or specifying sources looking

your way; fresh community service and sponsorship

opportunities; prospects starting to work with you, and even

stronger relationships with the educational, labor, financial

and healthcare communities.

It always pays off when you clear some time for planning

meetings with your public relations people. For example, get

their input on your plans to monitor and gather perceptions by

questioning members of your most important outside audiences.

Suggest queries along these lines: how much do you know about

our organization? Have you had prior contact with us and were

you pleased with the exchange? Are you familiar with our

services or products and employees? Have you experienced

problems with our people or procedures?

You might also reinforce your confidence in the PR team by

insuring that they really accept why it’s SO important to know

how your most important outside audiences perceive your

operations, products or services? And do you believe THEY

believe that perceptions almost always result in behaviors that

can help or hurt your operation? This is essential to PR success.

One of the facts of life in dealing with opinion polling matters,

is that things often go better when a professional survey firm

helps monitor your key audience’s perceptions. But real pros

cost real money, compared to using your existing public relations

staff who, while they ARE already in the perception and behavior

business, also cost money. But whether it’s your people or a

survey firm asking the questions, the objective remains the

same: identify untruths, false assumptions, unfounded rumors,

inaccuracies, misconception and any other negative perception

that might translate into hurtful behaviors.

Setting your public relations goal is the tip of the spear. Your

new PR goal should call for action on the most serious problem

areas you uncovered during your key audience perception

monitoring. You may, for example, decide to straighten out that

dangerous misconception, bring to an end that potentially

painful rumor, or correct that terrible inaccuracy.

Seldom can public relations people, or most other managers

for that matter, establish a new PR goal without the support of

an action-oriented strategy. If, that is, you are to know HOW to

get to where you’re going. Plus, remember that you have just

three strategic options available to you when it comes to doing

something about perception and opinion: change existing

perception, create perception where there may be none, or

reinforce it. Needless to say, the wrong strategy pick will taste

like fish sauce on your grilled quail. So be sure your new

strategy fits well with your new public relations goal. You

certainly don’t want to pursue “change” when the facts dictate

a strategy of reinforcement.

Recruit the best writer on your team to prepare a carefully

-written message targeted directly at your key external

audience. To move that key audience to your way of

thinking, s/he must produce some really corrective language

that is not merely compelling, persuasive and believable,

but clear and factual if they are to shift perception/opinion

towards your point of view and lead to the behaviors you

have in mind.

Carefully selected communications tactics (and there are

many such available) will be needed to carry your message

to the attention of your target audience. You may pick from

such time-honored devices as speeches, facility tours, emails

and brochures to consumer briefings, media interviews,

newsletters, personal meetings and many others. But be

certain that the tactics you pick are known to reach folks just

like your audience members.

As “opening day” approaches, you may want to partially

neutralize any opposition to your message by unveiling your

corrective message before smaller meetings rather than using

higher profile news releases or broadcast announcements.

Reason is, a message’s credibility can be fragile and often

suspect, depending on how it is delivered.

It’s always a satisfying feeling when you can illustrate how the

monies spent on public relations can pay off. That’s why the

time needed to prepare and distribute progress reports

is time well invested. They are, however, also your alert to

start a second perception monitoring session with members

of your external audience. Here, you’ll use many of the same

questions used in the benchmark interviews. Only difference

now is, you will be on strict alert for signs that the bad news

perception is being altered in your direction.

If you feel impatient with the program’s rate of progress, you

always have the prerogative of adding more communications

tactics, and/or increasing their frequencies to address that


In essence, making sure you get the right managerial public

relations requires that you resolve to do something about the

behaviors of those outside audiences that most affect your

operation; to create the kind of external stakeholder behavior

change that leads directly to achieving your managerial

objectives; and to do so by persuading those key outside folks

to your way of thinking by helping move them to take actions

that allow your department, group, division or subsidiary unit

to succeed.

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Robert A. Kelly © 2006.