There may be no segment of the world’s population more in need of reputation management than Hollywood and performing arts celebrities. Anyone followed by the paparazzi is destined to say or do something that will be recorded and published for the world to see. We’re all human, and celebrities are ofttimes no better at maintaining composure than you or me.
Add to that mix the millions of dollars, the “party lifestyle”, and the total freedom to do whatever they please, and you have a recipe for public disaster. Whether it’s drugs, DUIs, rehab, separation, divorce, custody battles, indecent exposure, sexual harassment, insider trading, gambling addictions, or dozens of other morally dubious activities, celebrities have the money, the freedom, and the time to get into trouble.
To be more than a shooting star, these celebs employ image consultants and other PR / style professionals to help them craft the ideal public image. They have to appear just so to their target audience in order to maintain the mystique or desirability. An unexpected photograph, news article, or blog post can cause a whirlwind of gossip and speculation to beat against their already fragile careers.
Enter the reputation management professional. Savvy celebs (or their savvy agents) are already approaching ORM pros to have them monitor and report on negative mentions on the Web. From celeb gossip blogs and online entertainment mags to forums and Twitter convos, there are hundreds of virtual nooks and crannys for fans and anti-fans to spout off and spread their version of the latest story.
The Power of Celebrity Gossip
Before you know it, everyone believes that the nerdy kid from The Wonder Years is actually Marilyn Manson (try getting a job with THAT stigma) or Rob Lowe is labeled a repeat sexual harassment offender with babysitters / maids. Are these stories true? Unfortunately, most people spreading the rumors don’t care. They just want to hit the topics that will drive more pageviews and generate more ad revenue. The actual truth is entirely inconsequential.
But what do you do when approached by a celebrity’s agent? They’re looking for someone to manage Celeb X’s questionable reputation, and are dangling money in front of you like a carrot to help them make X smell like a rose?
Everyone is guided by a unique moral compass. Some of you see no problem marketing for anyone who pays. Money is money, you’ll say. Some of you won’t stick your neck out for anyone with a questionable reputation. And the majority of you probably sit on the fence, waiting to evaluate each situation individually before making a judgment call. Do you believe that X is telling the truth? Is he/she innocent of accusations? Do you feel comfortable assisting in a cover up? That’s for you to decide.
Be warned, however. It’s a slippery slope. You’ll be sworn to secrecy and you’ll sign a slew of documents that lets you know how badly you’ll be sued if ever you were to publicly acknowledge the existence of your contractual relationship to X. Once you’ve defended someone online and covered up their mistakes, there’s nowhere else to go but down. If you’re good at what you do, you’ll earn a reputation for being the guy/gal who can make online problems disappear (or dissipate), and celebs will come out of the woodwork seeking your expertise.
Word of Mouth Referrals
Word of mouth in Hollywood is the strongest form of marketing. All it takes is one director, producer, or starlet to discover your unusual talents. Word will get out. That’s why it’s so important to draw the line in the sand early. The first opportunity you have to work with someone famous, closely analyze the circumstances. A safe method is to sign an initial agreement to monitor and report only. That way, you can form your own conclusions about the person and allegations before you make a move to silence or disarm gossip and accusations throughout the Web.
Know Where You Stand Before You Negotiate
The best way to avoid an uncomfortable situation: know your professional standards BEFORE the situation presents itself. Ask yourself what your standards are/should be and draft a professional statement of professional guidelines that you will always adhere to. Having this document on hand will also be useful should you need to provide it to an agent inquiring about your services. If you set expectations early and provide supporting documentation, you’ll be much more likely to stay on safe side of your personal and professional boundaries.
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