Celebrities Cant Have It Both Ways

Corporations are willing to pay substantial amounts of money to prominent personalities so that consumers will relate the brand with their favorite star, and thus will be more likely to buy the product. The buying public imparts credibility to the celebrity because of his or her charisma as well as the credibility that comes with prominence in the media. The power of someone's personality also entails risks for the brand with which they are associated, because any controversial behavior may reflect badly on the product. This has become an especially frequent problem in recent times.

Whoopi Goldberg, for example, lost her Slim Fast contract due to her abrasive remarks regarding the President. The people at Slim Fast did not want their brand associated with a personality embroiled in controversy, who was likely to upset people by insulting a respected figure. In 1989, Pepsi dropped Madonna for her "sacrilegious" "Like a Prayer" video. McDonald's allowed Kobe Bryant's contract with them to lapse after a woman accused him of rape. After allegedly entering a special treatment program for anorexia, Mary-Kate Olsen vanished from the "Got Milk?" campaign. Hip-hop star Ludacris became another Pepsi casualty when executives heard Bill O'Reilly remark upon the obscenity of the rapper's lyrics, and decided he wasn't beneficial for their soda's reputation.

Sometimes celebrities act indignant when they lose an endorsement due to remarks they made or other forms of expression in which they indulged, as if their freedom of speech has been violated. Whoopi Goldberg felt she was being "punished" for speaking freely. The First Amendment says nothing about having an inherent right to multi-million dollar deals, just that the State cannot prosecute you for the content of your expression. On the other hand, if the State were to dictate Slim Fast's ad campaign by forcing them to retain Goldberg, that would be a violation of Slim Fast's rights.

For many years, celebrities like Whoopi have made enviable amounts of money from endorsements, but now that they are getting axed so frequently, they may need to take caution if they want to keep this source of revenue. Celebrities are not so irreplaceable and unique. Companies fed up with prominent scandals can easily resort to lesser-known actors who have not accumulated a reputation, bad or otherwise. Advertisers can even employ animated or animal mascots, who have absolutely no independent life of their own, and thus will not ever bring shame upon the company name. Thus, household names who lose their reputation may also lose their big advertising money to, let's say, Tony the Tiger. This phenomenon brings to mind what Cassius said in Shakespeare's Othello, "O, I have lost my reputation!... and what remains is bestial."

Superstars have to make a choice when it comes to endorsements. They have to realize that companies have reasons for keeping them, and for getting rid of them. If celebrities want to do as they please, they cannot expect companies to put up with everything they do and keep on paying them. Eminem lives by his own rules, and companies never hire him for endorsements; but he doesn't seem to care. Those who care about the exposure and money associated with endorsement deals must cultivate a good reputation, maintaining healthy, controversy-free public personas. Otherwise, we will keep seeing more and more stars disappearing from the ad campaigns in which we have become accustomed to seeing them.

Michael Levine is the founder of the prominent public relations firm Levine Communications Office, based in Los Angeles. He is the author of Guerrilla PR, 7 Life Lessons from Noah's Ark: How to Survive a Flood in Your Own Life.

GuerrillaPR.net is a resource for people that want to get famous in the media, without going broke. http://guerrillapr.net

limo prices to midway Crystal Lake west of Randal .. Lockport Chicago limo O’Hare
In The News:

Creating an email alias can help clean up your inbox by organizing emails based on purpose, like creating different aliases for shopping, newsletters and work.
A multipurpose robotic system promises to transform how items are stacked onto pallets, aiming to maximize space utilization and reduce shipping costs.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
The number of people affected by a UnitedHealth data breach in February 2024 was actually higher than previously reported and was the largest medical data breach in U.S. history.
A phishing campaign uses Google Calendar to schedule fake meeting invitations that appear legitimate, redirecting targets to phishing sites.
Toll road text scam: Fake messages claim unpaid fees, seek payment via fraudulent links. Kurt “CyberGuy" Knutsson says this scam is becoming increasingly sophisticated and widespread.
Kurt “CyberGuy" Knutsson says these steps ensure that your friends and family get to the exact moment you want them to see. Try it out and streamline your sharing experience.
Tech expert Kurt “CyberGuy" Knutsson offers tips on how to protect your identity: Be vigilant, monitor accounts, use smart security, know theft response.
Tech expert Kurt “CyberGuy" Knutsson says cybercriminals are exploiting iMessage phishing protection, tricking users to reactivate links.
It's hard to imagine life without in-flight Wi-Fi these days – but sky-high web surfing comes with its own set of privacy concerns. Here's how to protect yourself.
Over 400,000 cases of credit card fraud were reported in 2024 to the Federal Trade Commission. The CyberGuy explains how to protect against becoming another victim.
A nondescript metal box transforms into a fully functional electric motorcycle that blurs the line between vehicle and urban infrastructure.
Many apps unrelated to location still ask users for tracking permission, and Texas Attorney General Ken Paxton has filed a lawsuit seeking to end this alleged practice by Allstate.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Melody, the artificial intelligence-powered robot, is life-sized and represents a move toward creating robots that resemble people in appearance and interaction.
Here are five easy smartphone rules from the National Security Agency that you can follow to better protect your mobile device from hackers and scammers.
A U.S. robotics company has developed "Jennie," a robotic pet powered by artificial intelligence that's designed to comfort those facing mental health challenges.
Healthcare records for more than 184 million Americans were breached in 2024, but you can take steps to minimize that risk. Kurt the CyberGuy explains.
The Skyrider X1 from Rictor claims to be the "first amphibious flying passenger motorcycle," and it combines land and air travel in one sleek design.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Home inventory and restoration apps help itemize and track every item in your home in the event you have to make an insurance claim after a natural disaster.
The White House launched a new cybersecurity safety label, the U.S. Cyber Trust Mark, intended to help consumers make informed decisions on smart device safety.
Today's tech can help make life so much easier — if you know how to use it. Here are a few tips on the quickest and best ways to make your phone, laptop and other devices work for you.
Tech expert Kurt “CyberGuy" Knutsson offers Windows 11 restart fixes: Update drivers, run system scans and check hardware.
Sony and Honda's Afeela 1 EV launches with advanced tech and entertainment for $89,900. Tech expert Kurt “CyberGuy" Knutsson gives his takeaways.

Whats Your Op-Ed?

Everyone has an opinion on something, and you can leverage... Read More

What People Believe Can Bring You Success

Just think about it.If I come to believe that you... Read More

Media Relations: Should You Pay For News Coverage?

Dear New York Times:I'd like to be quoted in one... Read More

Publicity - Tips on Dealing With the Media

You thought of it, you researched it, you wrote it.... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

Three Publicity Tips for Marketing-Minded Financial Planners

Financial planners, the first thing to know about reporters is... Read More

Dont Be Incredible

Public relations is all about credibility and trustworthiness. If you... Read More

Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?

If you are in Australia at the moment, it is... Read More

Do You Have Issues?

Every organization has issues that could affect its operation. The... Read More

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

Want to Light a Fire Under Your PR?

Yes? Then do something positive about the behaviors of those... Read More

Why Good PR Warrants Your Attention

Because good public relations can alter individual perception and lead... Read More

Competition in the News Creates Spin

In larger cities with many outlets they are competing for... Read More

How Public Relations Changes Minds

Public relations changes minds in the process of delivering what... Read More

Media Relations: Making Your Story More Newsworthy

During my career as the head of media relations for... Read More

Make Your PR Budget Work Harder

Do it by restructuring your business, non-profit or association public... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

Make the Media Your Friend

The media (newspaper, radio, television) can be of enormous help... Read More

Want This Kind of PR?

PR that really does something positive about the behaviors of... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

Marketing-Minded Financial Planners, Dont Hold Back Information From the Media

Some financial planners think that they shouldn't share their top... Read More

Dont Need No Stinking PR?

Almost assuredly you do, especially when your most important external... Read More

Put Yourself in the Reporters Shoes

Imagine you're the technology reporter at a daily newspaper. You... Read More

PR Campaigns ? How To Get To Grips With The Media

If you're serious about getting great results from your PR... Read More

The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long... Read More

taxi o'hare Auburn ..