After having worked for different magazines and online-sites for over ten years, having met over one thousand A, B and C category stars and having written over 15 000 reports, news and interviews, I can definitely claim that the majority of Estonian public figures and celebrities have no idea about how to deal with the media. Many well-known people have kind of a silly attitude to the media and as a result of it they get too little or no publicity at all or are depicted in the media in a boring way.
A celebrity is generally speaking a famous person who even makes money by being it and therefore makes every effort to be visible and stay visible in a smart and stylish way. They hire own PR experts, publicists and spokesmen. They communicate with the press and avoid tending to overestimate themselves. There are A-category stars who don´t interact with the media on a daily basis but in that case exclusively all of them have their own spokesmen or publicists who do the job. However, the final result is just the same – they do expose themselves in the media and very much so. Without limelight in every kind of media as TV, radio, newspapers and magazines they do not exist. In order to to promote themselves, their brand, a product, music, movie etc. they do need media. It´s a pity that so many very talented people in Estonia don´t want to take any chance to make PR and the rest of them who actually would like to, don´t know how to do that.
Why have so few celebrities living in Estonia made their way to the world? Why are most of them not known farther than Kapa-Kohila? For exactly the same reason – they have complexes, they are arrogant and jealous, they can´t communicate and don´t use their potential. And speaking of marketing skills – they´re nonexistent. You cant´t be too modest – show off instead that you are doing well. In the world of internet where we actually nowadays live in there a million and one chances to exhibit himself, you just have to take advantage of it.
Musicians, artists, actors, models etc. who sincerely wish to take the world with storm haven´t even got an account in the world´s biggest social communities and rarely give interviews to online-media which is universally available. However, they complain about low CD sell and too little audience and can only dream about getting an invitation to perform on an international stage. Estonian stars must learn how to relate to the media and how to promote themselves in case they don´t want to stay just a Streetcar-Taavi or a Model-Mari or a musician whose only fan of his recent single is himself.