The Mirror last week attacked the tactics of celebrity PR handlers,
claiming that PROs' insistence on control over even the tiniest detail
of interviews was unnecessary and petty
BARBARA CHARONE - MBC (AND PRO TO MADONNA)
'In most cases, I think copy approval is a no-win situation for
everyone. Almost always the artist will object to some of what's been
written. Sometimes it's something trivial they want taken out of the
article, but sometimes they want to rewrite the piece. This upsets the
writer and possibly the editor. Papers offer copy approval just to get
the interview, assuming there will be no problems. When problems arise -
and they inevitably do - the paper is reluctant to deliver their promise
and you find yourself trying to enforce copy approval they are suddenly
reluctant to give. I think copy approval was more of an issue in the
dark days of The Sun. But in this tabloid-friendly climate, it's not
usually such an issue any more.'
JULIAN HENRY - HENRY'S HOUSE (AND PRO TO S CLUB 7)
'Celebrities who ask for copy approval are usually those who are either
paranoid or greedy. The only times that we have requested it were when
it related to a specific legal issue. But since 11 September the equity
of celebrities in the media has noticeably dropped. We now all
understand that there are more important things in life than what David
Beckham wears under his shorts. The Mirror has sensed it might sell
extra copies by taking a stand on what it sees as an important issue -
the paper is on the right track because PROs who demand copy approval
for celebrities are saying they don't have enough faith in their art.
Either that or they're control freaks.'
JAMES HERRING - THC (AND PRO TO NEIL MORRISSEY)
'If the story's red hot or sensitive, then a guarantee of copy approval
would certainly be a good bargaining tool in the mix of deciding which
paper to give the interview to. In general, though, there has to be a
certain amount of trust between celebrities and the press. They need
each other. Celebrities sell newspapers. And newspapers make sure that
celebrity products (e.g the book, CD, or film release) gets the profile
required to drive sales.
Hello! and OK! have not helped the situation of what Piers Morgan has
branded 'celebrity outrage'. As more and more celebs are prepared to
show off their bathrooms for cash, they are also treating copy, picture
and even headline approval as the norm. These weekly titles have created
a culture of editorial expectation among the rich and famous, which has
clearly had a knock-on effect into the tabloid press.'
IAN MONK - MACLAURIN (AND PRO TO ANTHEA TURNER)
'Copy approval began in the US and in the Nineties it spread to the UK
as a defence for celebrities against the excesses of the UK's (then)
uniquely intrusive tabloid press. A few skilful PROs with a genuine
understanding of both journalism and PR perfected the art of delivering
media coverage that gave the newspaper or magazine a genuinely good read
while protecting the integrity and reputation of the star. Although the
UK press has calmed down in recent years, copy approval remains a valid
tool for real stars. As a star of the modern media, Piers Morgan has
always understood its importance. I shall be surprised if he jettisons
copy approval permanently, thus ensuring that The Mirror becomes the
paper with no stars - other than himself!'
