More interesting is the Bottom Ten.
1. Paris Hilton (60 percent unfavorable)
2. Charlie Sheen (52 percent)
3. Britney Spears (45 percent)
3. Kanye West (45 percent)
5. Arnold Schwarzenegger (44 percent)
6. Tiger Woods (42 percent)
7. Kim Kardashian (38 percent)
8. Mel Gibson (33 percent)
9. Donald Trump (31 percent)
10. LeBron James (29 percent)
Now, to earn a spot on the Bottom Ten, you don't have to be unlikable or unpopular. You have to be extremely well-known, from coast to coast. That usually means were started out as being very popular, of being a hero before turning into a villain.
This is true for most of the people in the Bottom 10.
It's no accident that I've written about PR disasters involving many of the people on the Bottom Ten.
Number 10 on the list, LeBron James, was considered the next big thing in the NBA. He had a stellar public image as the hometown Ohio star who stayed humble and close to home as he played for the Cleveland Cavaliers. But after a long flirtation with different clubs and a prime-time, nationally television special to essentially say two words -- "Miami Heat" -- the press and public turned on him. (link)
Case Study: The Lebron James PR Disaster
Number 9, Donald Trump, was a famous businessman years before he started firing would-be apprentices on his TV show and flirting with running for the presidency in 2012.
Trump for President: A PR Stunt that Backfired
Number 5, Arnold Schwarzenegger, has perhaps the most diverse career of anyone. Bodybuilder who won the Mr. Universe contest again and again. Actor in Hollywood blockbuster after blockbuster. Governor of the biggest state in the union and husband to a beautiful member of the Kennedy dynasty. Then it all went sour with a sex scandal involving the household maid, a secret son and a very public divorce.
Arnold Schwarzenegger Terminates His Good Public Image
The same thing happened with Number 6, Tiger Woods, a do-no-wrong golf wunderkind who seemed to have it all: more money than he could ever spend, a beautiful Swedish model wife, young kids and fans all over. The good times ended, and the tens of millions in endorsements deals disappeared, when mistress after mistress came forward.
Number 2, Charlie Sheen, has had a similar rise and fall. He was one of the Brat Pat, a new generation of Hollywood stars, and people were taking him seriously as an actor when he starred in PLATOON and WALL STREET. Even after he switched to silly comedies and went through messy divorces, he restored his image and influence by starring in the hit sitcom Two and a Half Men. His even messier exit from that show and bizarre behavior afterward brought him millions of followers on Twitter -- and ridicule, like a spot-on parody on Saturday Night Live.
3 Key Lessons from the Charlie Sheen PR Debacle
Number 1 on the list is Paris Hilton, who's like Number 7 (Kim Kardashian) in that she's basically famous ... for being famous. Hilton is a reality TV star and socialite. Kardashian is another daughter of a wealthy family who leverage a reality TV show into a brand.
The lesson here is that it's a myth that any press is good press.
Name recognition is important, sure. But there's a clear difference between the ten most popular and trusted public figures in America and the ten least popular and trusted.
When you're well-known and trusted, things tend to go your way. People go to your movies. They buy your books, or vote for you, or listen to your music.
When you're well-known and disliked, or not trusted, it doesn't matter how much money, fame or talent you have.
LeBron James has all the talent in the world. He's amazing on the basketball court. And he honestly seems like a nice man. But once people have put you in that villain role, it's hard to get out of it.
Related posts:
How to Interpret and Use Polls in Public Relations
How Name Recognition Works
Why Name Recognition Is Key in Public Relations
Five Ways to Boost Name Recognition