News and Updates from 5WPR CEO Ronn Torossian

Annie Leibovitz Stealing the Spotlight

Annie Leibovitz
Annie Leibovitz is famous in her own right, but far more people know her name than can tell you why she is famous. Yet, there is no doubt that Leibovitz is famous…and that she has earned her fame. Her story is a strong example of the PR power of practicing your skill close to the flame of fame.

Most recently, Leibovitz was the figure behind the camera that produced the Caitlyn Jenner cover for Vanity Fair that lit up both traditional and . Even though the main conversations were about “Caitlyn,” nee “Bruce,” in nearly every conversation, report or newscast mentioning the cover, Leibovitz also had her name mentioned.

Extensive work and planning went into shoot dynamics and tactics. But most of those involved in transforming the sixtyish six-foot-two former athlete into a glamorous model fit for the cover of one of the world’s imminent fashion and culture publications remained anonymous. Not Leibovitz. When it was all said and done, it was Annie’s name next to every published photo, and on the lips of every reporter covering the story.

The lesson here is in understanding how to leverage talent, skill and personality in a way that “borrows” beams of the spotlight to create one’s own special place in the limelight. The tactic carries with it some inherent risks. If you don’t knock it out of the park for a cover as prominent as this one would be, it’s a good bet you won’t be getting any more calls. In that regard, Leibovitz once again delivered, etching her name into granite as the go-to glamor photographer ever deeper. Even her colleagues in this project went on the record calling her “iconic.”

“Iconic” is a pretty good performance review.

And that’s exactly the level your game has to be at if stealing the spotlight is part of your PR plan. We all remember Kanye West’s disastrous awards show gaffes. Yes, he stole the spotlight, but only to create legions of haters. Leibovitz, in contrast, is a case study in Getting It Right.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5W Public Relations and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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