How We Turned Catherine Zeta-Jones’ Nude Birthday Gift into a Reactive PR Succes

At JamPrime, we pride ourselves on being agile and responsive to the news cycle, always ready to turn the latest trending stories into impactful PR moments for our clients.

How We Turned Catherine Zeta-Jones’ Nude Birthday Gift into a Reactive PR Success

At JamPrime, we pride ourselves on being agile and responsive to the news cycle, always ready to turn the latest trending stories into impactful PR moments for our clients.

In the world of PR, timing is everything, and our recent work with body confidence expert Elle Mace is a perfect example of how reactive PR can turn a buzzworthy headline into a significant win for both client exposure and audience engagement.

The Story: Catherine Zeta-Jones’ Bold Birthday Surprise

It’s not every day that a celebrity like Catherine Zeta-Jones makes the news for such a daring and personal reason.

At the age of 55, Catherine decided to surprise her husband, Michael Douglas, with a nude photoshoot as a birthday gift, sparking widespread media attention and conversation.

The story was quickly picked up by major news outlets and became a trending topic across social media platforms.

While the story itself was light-hearted and fun, it also touched on deeper themes of confidence, aging, and self-expression—subjects that align perfectly with the expertise of one of our clients, Elle Mace.

The Client: Elle Mace, Body Confidence and Empowerment Advocate

Elle Mace is an experienced body positivity practitioner who helps people, particularly women, embrace their bodies and feel empowered at any age.

She regularly works with clients to foster self-love and confidence, making her the perfect expert to comment on a story that naturally lends itself to these themes.

When we saw the Catherine Zeta-Jones story gaining traction, we immediately saw an opportunity to position Elle as an expert voice in the conversation around body confidence, especially for women over 50.

It was a natural fit and a perfect moment for reactive PR.

The Strategy: Leveraging Reactive PR for Maximum Impact

As a PR agency, our job is to act fast when the right story comes along. The news cycle moves quickly, and opportunities to place clients in the media based on trending stories don’t last long. This is where reactive PR shines.

The first step was connecting with Elle to discuss the opportunity. She was excited to share her perspective on the story, so we worked together to create content that would resonate both with the media and her audience. Elle recorded a thoughtful and inspiring video on TikTok, where she shared her views on Catherine Zeta-Jones’ bold birthday surprise, speaking about the importance of body confidence and self-love, especially as we age.

In her video, Elle encouraged women to embrace their bodies, just as Catherine had done, and to take pride in their appearance no matter their age or what society might say.

This message of positivity and empowerment aligned perfectly with Elle’s brand and expertise, making it a compelling piece of content for both media outlets and social media followers.

With the video in hand, we began pitching the story to major media outlets, positioning Elle as the expert who could speak on body positivity, using Catherine Zeta-Jones’ story as a relevant and timely hook.

The Result: Securing Media Coverage in ‘The Sun’

Thanks to our quick execution and Elle’s engaging commentary, we successfully secured a feature in The Sun, one of the UK’s most widely read publications.

The article not only included Elle’s expert commentary on the story but also featured her video and a link back to her Instagram profile, giving her even greater visibility.

By tying Elle’s expertise to a trending celebrity story, we were able to position her as a leading voice on body confidence and self-empowerment, reaching a broad audience in a short amount of time. The feature also drove traffic to her social media channels, where she continued the conversation with her growing community.

Why Reactive PR Works

Reactive PR is one of the most effective ways to generate quick, relevant media coverage for clients. In this instance, by reacting swiftly to a story that was already gaining traction, we were able to create a timely and impactful media placement that would have been difficult to achieve through traditional PR methods alone.

When executed correctly, reactive PR doesn’t just capitalise on the news—it connects the client’s expertise to the story in a meaningful way, creating value for both the media outlet and the client. For Elle Mace, this was an opportunity to share her message of body positivity with a much wider audience than she might typically reach.

What This Means for Your Brand

At JamPrime, we’re experts at spotting the right moment to insert our clients into the news cycle, ensuring they receive the attention they deserve. Reactive PR isn’t about just riding the coattails of a trending story; it’s about aligning your brand’s message with a topic that’s already on the minds of your target audience.

Whether it’s creating a standout piece of expert commentary, crafting a viral social media moment, or turning a single story into widespread media coverage, our team knows how to make it happen quickly and effectively.

If you’re curious about how reactive PR could work for your brand, we’d love to chat. Whether you’re looking to position yourself as a thought leader, increase brand awareness, or just get your message in front of the right people, we can help you leverage the power of the news cycle to your advantage.

Ready to see how reactive PR can elevate your brand?

Contact us today, and let’s make your next big media moment happen.