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How internet official websites social networks Myspace and Blogs are affecting Public Relations for professional athletes and artists

......Both athletes and celebrities however are realizing that social networking gives them the chance to be much more interactive with their fans, in addition to being able to practice damage control if their lack of judgment gets them into problems. Consider the use of blogs by Brittany Spears, Lindsay Lohan and Paris Hilton, the bad-girl trio of the last two years. All of them owe the start of their careers to the successful execution of a series of IMC campaigns that were both driven by new album releases, and events including concerts. These IMC strategies in the case of Spears and Lohan propelled the girls to superstar status. Both seemed destined to have long and successful careers in music and film. The series of bad judgments made by both Spears and Lohan forced them both initially into seclusion yet they are attempting to resurrect their careers through the use of social networking including setting up fan pages on MySpace (Muchmore, 2006). Both have been pummeled by TMX, Perezhilton.com and other celebrity gossip sites for their lack of transparency in the midst of their many challenges. Within the last six months both of these celebrities have embraced social networking as a