May 3, 2013
With well-known PR phrases like these, you may be tempted to believe they are true. But as 5WPR CEO Ronn Torossian knows, this “All press is good press” idea is one of the biggest myths in the public relations industry. Reputation is everything, in any business. Bad press can have significant negative ramifications.
Adoring fans and interested spectators will tune into the red carpet pre-show on awards night just to see what celebrities are wearing. And the day-after coverage will not only cover who won which awards, but who looked the best and, more importantly, the worst. The best dressed will have their careers discussed and other positive accolades. The worst dressed will have their horrific fashion fail dissected in embarrassing detail.
A fashion fail during a highly publicized event can completely derail a promising narrative. On a night when they were hoping to elicit positive TV commentary, tweets and glowing press coverage, an unsuspected celeb may just end up as fodder for TMZ.
Ronn Torossian of 5WPR further explains that this doesn’t just apply to public events either. Being in the public eye means that somebody is always watching. It may not be fair, but it is the price of fame. The paparazzi know that they can just as easily sell a candid picture of a disheveled, frumpy celebrity as they can a red carpet glamour shot.
While some celebrity fashion flops are simply a matter of poor taste or ill-fitting garments, some celebrities will take a fashion risk and wear something wacky, risky, or flat out risque just to generate some attention. This kind of flash in the pan publicity can do more harm than good, causing that celebrity to lose credibility and respect in the public eye. Cheap gimmicks and “wardrobe malfunctions” rarely pan out as intended.
Look at it this way, that fashion faux pas may have made front page news, but it may have also replaced a potentially priceless fashion PR opportunity. 5WPR knows that when so much about celebrity is public image, that image needs to send the right message at all times.
A bad fashion incident, either accidental or “accidental,” could burn up precious time in the spotlight. Worse, it can follow you for years. Look back at the BEST and WORST dressed lists of fashion mags and post gala reports. There’s a reason why the same names seem to grace both lists each year. Think about it.