NEW YORK - The Miss Universe Organization, the five-decade-old operation behind the Miss Universe, Miss USA and Miss Teen USA pageants, has tapped Rubenstein Public Relations to assist in its continuing effort to freshen up its profile.
The arrangement is a reunion for the pair, which ended a prior relationship one year ago.
Donald Trump bought the Miss Universe Organization in 1996. "Since then, it's been a constant effort to rebrand ourselves, to make sure we don't fall into the outdated pageant image," said PR manager Mary Hilliard McMillan, a member of a new marketing team that has been phased in over the past year. "In the past, there was this mold that pageant winners were fitted into. People believe that there's a manual they have to follow -- but that's simply not true."
As part of the revamped strategy, each tiara-holder, rather than adopt her own issues platform, now spends her reign campaigning on behalf of a charity linked to each competition: Miss Universe works to fight the global AIDS epidemic; Miss USA battles breast and ovarian cancer; and Miss Teen USA pushes for school safety.
"It takes time to ingrain in the general public this new idea of beauty and youthfulness that the pageants seek to convey," said Richard Rubenstein, president of Rubenstein PR.
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