It's all about the brand. What makes Ms. Jolie's story worth corporate study is that she:
1. Succeeds in getting the message out that she wants to get out
2. Drastically changed a negative imagine into a saint-like image faster than you could say UN Ambassador
From The NY Times
While all celebrities seek to manipulate their public images to one
degree or another, Ms. Jolie accomplishes it with a determination, a
self-reliance and a degree of success that is particularly notable. The
actress does not employ a publicist or an agent. The keys to her public
image belong to her alone, although she does rely on her longtime
manager, Geyer Kosinski, as a conduit.
[...]
...she cut a very different, wilder figure in Hollywood during her marriage to the actor Billy Bob Thornton.
After their divorce in 2003, Us magazine asked Ms. Jolie if she would
agree to an interview and be photographed. According to two people
involved, she declined — but then offered the magazine another photo
opportunity. Ms. Jolie informed it what time and place she would be
publicly playing with Maddox, essentially creating a paparazzi shot. The
resulting photo, the origin of which was not made public to Us readers,
presented Ms. Jolie in a new light — a young mother unsuccessfully
trying to have a private moment with her son.
Shifting the focus is one of Ms. Jolie’s best maneuvers, magazine
editors and publicity executives say. When she became romantically
involved with Mr. Pitt, for instance, she faced a public relations
crisis — being portrayed in the tabloid press as a predator who stole
Mr. Pitt from his wife, Jennifer Aniston.
This
time, it was Ms. Jolie’s charity work that helped turn the story. Long
interested in international humanitarian work, Ms. Jolie appeared in
Pakistan, where she visited camps housing Afghan refugees, and even met
with President Pervez Musharraf. Ms. Jolie and Mr. Pitt made a subsequent trip to Kashmir to bring attention to earthquake victims.
“Presto,
they come out looking like serious people who have transformed a silly
press obsession into a sincere attempt to help the needy,” said Michael
Levine, a celebrity publicist and author.
The reason Ms. Jolie has been able to shift her brand imagine is that her audience believes in the new image.
People believe that she loves being a mom even when the cameras aren't following her around.While she is working strategixally to make sure the media portrays her the way she wants ---(don't all businesses do that?) She doesn't seem to be doing anything to contradict that portrait.
In other words, there is an authenticity to the message.
People believe that she is passionate about her charitable work- because there is real data to support that Ms. Jolie is not just talking about her charitable passions--there is data to show she is walking the talk.
Lessons Learned:
Be Nice
Do Good
Make sure your target audience knows you are nice and do good.
OK.
Pay close attention to who these people are.
Issue extremely detailed orders reversing the policies they were set in place to preserve.
Micro-manage the living daylights out of them from above.
Don't let 'em write an e-mail that's not strictly examined and corrected first.
Should they dare to send out the original, write 'em up.
Every infraction of the new orders, write 'em up.
Tolerate no independent action whatsoever.
If they try, write 'em up.
Until they get sick of it.
They'll leave, or give sufficient reason for dismissal.
There's always a way.
Marginalize 'em; freeze 'em out from any role of responsibility.
This administration has no moral base whatsoever.
65 daze or so and counting ...