How do you think some actors are there in the news forever while others are nowhere? It's all courtesy good public relations.

It's a different for the big stars but non happening actors can also stay in the news if they happen to hire good PRs.

Many are aware of the that Koena Mitra lost her decent looks post her botched plastic surgeries and she looks dramatically different now.

But with the help of her PR she's been able to send out news about how 'she only did a nose job (though it's unlikely as her lips and brow also looks different) and how she came close to losing her good looks'.

Many still don't believe her but maybe with the help of a persistent PR she can change a lot of perceptions! Publicists like Dale Bhagwagar are great at image building.

When Shilpa Shetty won Celebrity Big Brother, the publicist devised fool-proof media strategies to keep her in news 24x7 and in spite of a not getting good Bollywood offers she's still hot property.

He even catapulted sleaze pot Sherlyn Chopra who started her career with C-grade films to fame, channelling to good use, all the controversies she fell into. Now Sherlyn is very much in the news, even if she has no great project to talk about!

Now the publicist has engineered a turnaround for big mouth Vivek Oberoi too six months of working with the actor.

Vivek started off with apologizing in the media but ended up bagging two plum projects... one with the Karan Johar camp (which stars him along with Saif Ali Khan and Kareena Kapoor) and the other with Tips Industries.

Such is the magic of good PR!