Bollywood PR machinery is one of the driving forces behind the success of celebrities and films. Most celebrities or film producers hire a specialized publicist to handle press, controversies, and gossip. The publicist also rolls out positive articles about their client to get the viewers interested. They work closely with news editors, journalists and ensure that there is no dearth of media attention.
The PR agencies handle the public lives of their PR clients and advise them on the right places to appear and the right people to appear with. The audience loves insights into the personal lives of actors and Bollywood publicists cater to that urge. This way they publicize their client or their films and contribute to their income/revenue.