It used to be that when your celebrity chefs/olympic swimmers/politicians were off-camera, they were also out of sight and out of mind (less paparazzi, of course). In this new age of connectivity, free-flowing information and self-journalism, celebrities are subject to the same screw-ups and missteps that the rest of us take.
Sometimes, this is to the benefit of the already-established audience. You get a guy like Adam Savage or Alton Brown or Rainn Wilson or a lady such as Elizabeth Banks or Alison Brie and you see the fullness of their person and it makes you glad you did. Other times, you get Chris Brown or (on a much smaller scale) Anthony Bourdain who never stop saying and doing things that are awful. If you’re a “reputation manager” for people like this, you’re damned if you do and damned if you don’t. Do try to manage their reputation and people will smell a rat and stop following. Don’t, and you’ll alienate your base or drag in undue and unwanted attention from the mainstream media and put off anyone else who might have come fresh to the program or project.
In the past, this wasn’t a problem. Lucille Ball didn’t leave the set of “I Love Lucy” and start tweeting “RICKY IS SUCH A BAD ACTOR W/ BAD BREAF LOL #stupid #yolo”. And if she could have? She probably wouldn’t have. Fifty years ago, everyone in the world knew better than to threaten the take-home pay with their opinions and their vaunted “personality”. If you’re good at being a celebrity, you find balance and you never threaten your livelihood with your liveliness.