Kid star fandom challenges publicists
Praisers work with parents for 'common good'
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A co-star of Nickelodeon's hit series "iCarly," McCurdy, in a matter of seconds, soon became the Beatles disembarking the plane at JFK.
Hysteria ensued -- another sign that the challenge of publicists for kid performers has reached new levels.
"With her long blond hair, everyone at the school started noticing her, and they all came up and wanted to touch her through the fence or just get a glimpse," says Smith in describing the scene that frightened a startled McCurdy.
Tween hysteria is all too common these days for fans who can't get enough of their favorite stars. Look no further than the passion for "Hannah Montana," the Disney Channel phenomenon that has pushed Miley Cyrus' stardom off the charts.
"With the level of someone like Miley, it can all be overwhelming," says manager Susie Mains, co-owner of kids boutique Trilogy Talent.
And then there's the fact that child stars at age 9 can be completely different people at age 12.
"Publicists have to approach dealing with kids very differently," Mains says. "Kids change, grow older and have to keep proving themselves. It's not like an adult who continues to build on who they are."
While some teen stars are practically brands nowadays, they're not too old for strong, parental guidance. It's essential that the parent and publicist work together for the common good of the teen stuck in the middle of the media circus. If a parent is looking for their kid to talk to every media outlet, and the publicist feels more targeted media is appropriate, conflicts can ensue.
"I always deal with the parents," says PMK senior veep Jill Fritzo, who has worked with clients ranging from Cyrus to "High School Musical" co-star Vanessa Hudgens. "Sometimes it's just as much of a learning process for the parents as it is for the children."
Mains recommends parents "take a back seat and leave the job to the manager, agent or PR person -- parents can do more harm than good and can be detrimental to how a kid comes off to the public." On the other hand, numerous parents would attest that not being involved in their kids' career decisions can lead to a child who veers off course as far as balancing the personal and professional.
Parents, after all, have warned children for generations about actions having consequences.
"I had a savvy mom, who said to me in pre-Internet days, 'Never take your clothes off for anybody, ever,'" says Liza Anderson, owner of Anderson Group Public Relations. "If you're in the public eye, you can't assume anything you do won't get out there, and you should act accordingly."
Last September, Hudgens presented a challenge for publicists when provocative photos of her appeared online. Then in December, news of "Zoey 101" star Jamie Lynn Spears' pregnancy made global headlines.
Neither has seen their careers derail. Hudgens, who issued an apology to her fans, is already slated for "HSM3," and some reps argue that it's hardly too late for Kids' Choice Awards nominee Spears to right the ship.
Spears, who is not expected to attend the KCA ceremony, has moved home to Louisiana and has completed a high school equivalency exam.
"She'll have the child, and later, give Oprah the TV exclusive, do strategically placed print interviews in reputable publications and say that this is the happiest she's ever been," says Thomas DeLorenzo, owner of SmartPR in Los Angeles, whose younger clients have included Chad Allen and Lyndsy Fonseca ("Desperate Housewives"). "Her career is not over."
Of course, for every Cyrus, Spears or Hudgens that might seem to have as much exposure as they could possibly handle, there are thousands of other kids who ache for that type of fame.
"When kids do a movie with a big celebrity, they have to hire a publicist so they simply don't get squeezed out," Mains says.
That's something that Cyrus and friends probably don't need to worry about right now.
Michael Maloney contributed to this report.
