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NO B.S. Guide to Direct Response Social Media Marketing 51CHAPTER 4 / IT%u2019S NOT ALL ABOUT YOU. OR IS IT?It%u2019s worth noting that, these days, the lines between PR, public relations, and paid, commercial advertising as a means of creating celebrity status are blurred.When entertainment TV reporter Leeza Gibbons interviewed and profiled motivational speaker Tony Robbins in an infomercial, was that as good as being on the TV show Entertainment Tonight? Yes. In some respects it was even better%u2014because this suggests strategy.If you could get three-time NFL Super Bowl Champion Emmitt Smith to appear in one of your ads, do you think it would get more attention than an ad without a celebrity?Using advertorials in newspapers and magazines, paid radio and/or TV time, self-published books, and social media networks, you can do the same thing once only accomplished through publicity and public relations. Not to mention you can exert complete control over the process, unlike live interviews where you are at the host%u2019s mercy. Whether you hire celebrity endorsers or transform yourself into a celebrity, you want to create a connection between your product and service. Celebrity is undeniably one of the most powerful tools in your marketing toolbox.This draws attention, enhances the buying decision, and increases the loyalty of your consumers. Plus it increases credibility.One of the smartest moves you can make is to capitalize on the growing trend of celebrity fascination. Build your own celebrity, or connect with others to form an association between them and your business. How to Create Celebrity Status and Why You Shouldby Kim Walsh PhillipsThree minutes.