Angelina Jolie, the Beautiful Picture of Brand and Celebrity Success

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Ronn Torossian, CEO of 5W Public Relations, comments on Angelina Jolie being lauded by headlines worldwide as a hero, a woman role model and praised for her preventative double mastectomy.

Angelina Jolie is rightfully being lauded by headlines worldwide as a hero, a woman role model and praised for her preventative double mastectomy due to positive tests for a gene linked to breast and ovarian cancers. She penned an op-ed in the New York Times detailing her decision – and undoubtedly will make a major impact in the women’s health community moving forth.

And while she deserves all her praise, when one talks about a celebrity turn-around story according to Ronn Torossian of 5WPR, there is no better example than Angelina Jolie who is now being lauded as a hero. Remember, this is the same woman who made out with her brother at the Oscars and broke up Laura Dern’s marriage to Billy Bob Thornton (even wearing Thornton’s blood in a charm around her neck.) Ever the wild child, she turned her image around (even while stealing Jennifer Aniston’s husband).

Angelina Jolie spoke out against global poverty when most actresses pontificate about metallic flats versus leather stilettos (or comment on political issues they know little about) and has consistently put her money, time, and resources where her mouth is. Her turnaround story has worked because it is clearly authentic – and has been handled in a magnificent public relations manner as well.

She cleverly revealed that she was expecting a baby with Brad Pitt during a charitable mission. In 2006, Jolie and Pitt flew to Haiti and visited a school supported by a charity. The first pictures of a pregnant Jolie were sold to People magazine for a reported $500,000 donation to charity.

The Jolie-Pitt Foundation donated $2 million to buy and distribute medications to treat diseases that are ravaging Ethiopia, where her daughter Zahara Marley was adopted. Before that, Jolie became a goodwill ambassador for the UN’s High Commissioner for Refugees, where she visited displaced people in more than 20 countries, including Sierra Leone, Iraq, and Afghanistan.

Jolie has also returned to Haiti many times, Jolie visited a refugee camp in Chad for a second time in order to raise awareness of the tens of thousands of refugees fleeing the killing in Darfur. She is authentic and passionate in her passion for causes – and has gotten back many times over what she has invested in salary and reputational reward.

Ronn Torossian said, “Owning a PR agency that has worked with many celebrities, I respect people who want to control their own content and pursue their positions of power to do good in the world. The charity initiatives have worked to burnish her reputation and public standing because clearly her work is very real. Angelina Jolie is a real celebrity-role model. Her brand as a mother, at the United Nations, and today with her preventative double mastectomy is indeed real. The Angelina Jolie brand today is not only about being a gorgeous woman and a talented actress but also an effective activist and authentic role model.”

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