COUNTER-VERSIES: The Response Strategies of Talent Managers on Celebrity Personal Crises

Abstract

This study probes the different image repair strategies that managers employ during celebrity personal crises and is aimed at the following objectives: (1) to identify the common controversies that celebrities are involved in, (2) to determine the repair strategies in response to particular personal crises, (3) to determine the factors behind specific response strategies, (4) to determine the effects of controversies to Filipino celebrity value. The study is anchored on William Benoit’s Image Repair Theory which suggests five different strategies in handling crisis communication namely denial, evasion of responsibility, reducing offensiveness, corrective action, and mortification. A Qualitative Approach was utilized in this study which looks into substantial evidences that showcase varied perspectives on the subject. Furthermore, this study is descriptive in nature and applies Case Study as tradition of inquiry to gather and interpret first hand data of talent managers in handling celebrity controversies. It was found that (1) sex scandals are today’s number one controversy among celebrities, mainly because of the quick spread of information in social media, (2) there is no definite image repair strategy to use, although silence is key, (3) the celebrity’s feelings is the top consideration for image repair, and (4) controversies are not the pitfall of a celebrity’s career. Based on the findings, it was concluded that no controversy is too small and it is evident that celebrities are valuable to the talent agencies as they will do everything to salvage celebrity image and reputation. Also, talent management is not just a profession but more like a role or relationship. Finally, many controversies, its effects, are short-lived.