Consequences of Celebrity PR propaganda

I was reading Rethinking Public Relations by Kevin Moloney and I just came across the consequences of celebrity PR propaganda it said

“This view of a future, reformed PR both includes and excludes the modern phenomenon of celebrity. The inclusion flows from public relations theorised as a communicative consequences of business, interest and cause group activity. Celebrities are often supporting role players for organizations and groups, offering testimonials of support by associations. In this way they can be seen as human resources available to the PR production of businesses and cause groups, and as being effective because of the links to popular culture and the phenomenon of fame. Sports, people, actors, entertainers and authors are often sponsors of mass-marketing businesses and cause groups, and there is then a transference effect of ‘being famous’ to their corporate brands. Such celebrities can be viewed as the human components of corporate brands. Others, however, are the human components of product brands, and so can be seen as mass-mediated, personal sales agents for goods and services, such as clothes and fashion accessories. This is the distinction between a member of the British royal family being a patron of charitable ‘good causes’, and a comedian promoting a credit card. The latter association is better understood through the social psychology of personality traits, and marketing theories of product endorsement and customer relationship, and is thus a non-PR activity.”

Source: Rethinking Public Relations by Kevin Moloney