Image Control

In response to Brian Lowry’s article “Tom Cruise’s PR Firm Seeks Extensive TV Restrictions” (July 13), one could only wonder why some celebrities complain about the media when, in fact, they as well as their publicists attempt to manipulate news when it’s advantageous.

I can certainly understand the need for the PMK publicity firm to do everything possible to put their client in the most favorable light. However, the restrictions placed on journalists to present a balanced story is nothing more than propaganda.

In the future, those entertainment publicists who want to overly shield their clients from being asked fair questions by the media should think about producing an infomercial that can be “doctored” and displayed like any other piece of merchandise.

GREG JENKINS

Long Beach

As a communications professional, I get angry whenever I see examples of unsophisticated publicists giving the trade a bad name, as in the case of Tom Cruise and PMK.

Superficial PR concentrates on control and censorship. Outstanding PR puts the premium on convincing the star or official to skillfully do something that is truly socially meaningful and to say something insightful and intelligent. The best way to make positive news is to do something actually newsworthy. The best way not to get bad press is don’t do something bad.

The best communications pros recognize that their real value is not in orchestrating spin about what is false but, rather, in problem-solving and directing exemplary behavior/decisions about what is so genuine that it can stand up to scrutiny.

CALVIN NAITO

Los Angeles

While it was apparent that Tom Cruise’s recent appearance on CNN’s “Larry King Live” was carefully staged--and King seemed to be shriveled up in his oversize sofa rather than at his desk where he does most of his interviews--Cruise’s Veronica Lake hairstyle did not go with his person.

I guess his agency misses once in a while. Can’t win ‘em all.

JOE BLEEDEN

Los Angeles