Celebrities have existed in the world for as long as human civilization has existed. However, the concept of fame has changed significantly throughout history. In the past, celebrities represented mainly leaders, experts, military commanders, spiritually and religiously important persons and persons who, with their achievements, represented a role model, progress and a bright image of society. Today, the concept has significantly changed in the sense that celebrities are increasingly members of various industries (musicians, athletes, actors, models, etc.) rather than people who promote knowledge, social progress, and scientific achievements. Being a celebrity in the modern world is also a job. Almost any person can become famous "overnight". In a significant number of cases, this happens through affairs or negative publicity. However, all celebrities must manage their status in order to use the benefits that fame brings as long as possible. Public relations play a key role in creating but also reducing the popularity of celebrities and in preventing the negative consequences of bad publicity or affairs. Empirical research conducted with the help of an online questionnaire examined the sociodemographic characteristics of the sample, as well as opinions and attitudes associated with fame, the world of celebrities, relations with the public and negative publicity in the world of celebrities. The analysis of the data showed that celebrities attract a lot of media attention and are mostly created thanks to the media, they have no influence on the life habits of the interviewees, the status of a celebrity is not affected by affairs and negative publicity, and public relations play a dominant role in the creation of famous and famous people, but also reducing their popularity.