LOS ANGELES: At a time when stars have easy access to their own megaphones to reach fans, there's a growing wariness in the celebrity industrial complex about engaging in old-school journalistic efforts such as the access magazine profile or get-to-know-you meetings with reporters. And that's a huge mistake, in the eyes of Sean Cassidy, president of the New York-based PR and marketing firm DKC.
In the latest episode of Variety podcast "Strictly Business", Cassidy discusses the new rules of engagement when it comes to image-making – and image-protecting – for individuals and corporate brands. DKC represents a range of individuals and corporate brands in entertainment, sports, commercial airlines, health care, fashion and beauty. The challenge for PR representatives is to stay vigilant in watching what is being said out there in social media, and knowing when to respond and when to stay quiet.