Hollywood Increasingly – it seems – that some celebrities are on their worst behavior at the MTV Annual Movie Awards. And it also seems there’s an implicit realization between the stars – and their PR teams – that disobedience attracts attention.

But it raises the question – shouldn’t PR be used to build positive impressions? Luckily it’s not always the outlandish things that garner attention.

I thought of last year’s acceptance speech for the “Generation Award” given to none other than Reese Witherspoon. After co-star Robert Pattinson retold an inappropriate joke (in poor taste), Reese wanted the fans to know that she did not earn this award in light of a reality show or a scandal. She earned it through actual hard work and real acting!

Shocking? I know.

Living in a generation where Kim Kardashian is one of the highest-grossing celebrities in the entertainment business and Audrina Patridge has her very own reality show, it makes one think: why are we attracted to his behavior?

The answer is that the public relations game has turned scandalous figures into successful name brands. The more scandals you have – it seems – the more successful a star becomes. The image of the “good girl” has ironically been tarnished, with the world constantly begging for more and more disasters to erupt.

I still believe the purpose of good public relations is to help a client thrive in his or her field of work and highlight the positive assets of his or her business. Not the negative ones. And the entertainment industry needs to focus on improving the image of their clients, rather than highlighting the scandals that come along.

After a while, the world will eventually stop worrying about Kim Kardashian and Audrina Patridge. Their news will become redundant. And for Hollywood to continue its success, PR operations need to focus on long-term images of these actresses and actors, not their five minutes of (scandalous) fame.

So to quote Reese Witherspoon, “…it's cool to be a bad girl, but it is possible to make it in Hollywood without doing a reality show.” Maybe others should follow her lead.

Contributed by intern Carly Sharf.