We were absolutely devastated to learn the truth. Apparently, publicists actually plant stories in the gossip columns to get their celebrity clients in the news. A panel of colunists recently discussed how it all works. All panelists agreed that celebrities really need their names mentioned in the gossip columns in order to keep their public visibility high. And here we thought that all that news was generated by a team of hard-hitting, Edgar R. Murrow-style reporters who investigated celebrities' lives.
"A celebrity's stock is raised or lowered by the news they make," said Jo Piazza, columnist for the Daily News.
Michael Musto of the Village Voice said he actually prefers B-List celebrity news because it makes for 'good copy.'
Hosted by the Entertainment Publicists Professional Society, the panel was brought together to discuss PR's place in celebrity culture, explaining who gets media coverage and why.
Publicists are key to the advancement of celebrities, the group said. A surprising amount of celebrity news is generated by behind-the-scenes agents, and it's even common for publicists to leak information most would typically view as "scandalous" in order to raise awareness.
"We do get a lot of publicity plants about things – and that's fine – that's our dirty little secret," Piazza said. "Look at Paris Hilton. It's no secret that her famous sex tape came out around the same time as the debut of 'The Simple Life.' We get a lot of our leads from stars' friends. We get a lot from their enemies as well. A lot of them have agendas."
David Caplan, deputy NY bureau chief for Star Magazine, said the need for celebrity news works on a hierarchy of popularity. While A-list celebrities needn't do much to make headlines, B or C-list stars need to pique interest in the press. Reality TV show appearances or an affiliation with someone higher on the celebrity "food chain" always helps, Caplan said, but scandal is a sure way for a lesser-known to get print.
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"The best copy is gossip - we need someone to go on the record and say something scandalous. It doesn't have to be mean spirited, but it needs to go outside the box," Musto said.
"And that's why I love the B, C and D-list celebrities," Musto continued. "They make great copy. They'll say and do outrageous things because they want to become more famous."
Caplan agreed, adding that celebrities aren't always guaranteed print simply because they boast an A-list status.
"The celebrities that get written about are the ones that behave in a way that's out of the norm. Look at Matt Damon and Ben Affleck. Matt acts more like an ordinary kind of guy, while Ben Affleck dates celebrities and as a result, generally does more to get attention," Caplan said.
According to New York Magazine's Jada Yuan, cultural barriers often drive a wedge between celebrity publicists and columnists, resulting in shaky relationships and miscommunication.
The panelists also noted that their lawyers check the stories, which effectively means that anything that Page Six or the National Enquirer says is the absolute truth. Or something like that.
