These days, it's possible to make a reality TV personality or a Page Six fixture out of virtually anyone. That is, if fate deals you the right circumstance-- such as getting busted for being the governor's hooker or having your homemade sex tape "accidentally" leaked. And there's always the old-fashioned power of the PR machine. "More often than not, especially when it comes to the lower caliber of celebrity, anyone with sheer will and determination and the help of a semi-skilled, if not totally shady publicist, can leverage their PR coverage to get some sort of opportunity thrown their way," says Krista Freibaum, a publicist who has handled red carpet celebrity events.

Have you wondered where the Olivia Palermos come from? Who are these people, and why should we care? And how does an average girl with no obvious talent become a celebrity, and get a TV show and millions of dollars in endorsements? By tracing the publicity moves behind these names, it's easy to see why the concept of celebrity is so disposable-- and with enough ambition, it can be had by almost anyone.

At the top of pack of the new breed of socialite girls is Tinsley Mortimer. The Mortimer family has been established in New York since the 17th century. A few hundred years later, a member of this prestigious clan, Topper Mortimer, met a rug salesman's daughter, Tinsley. They became high school sweethearts, got married, and soon after, Tinsley began going to parties with her new sister-in-law Minnie Mortimer. Minnie took her to high-society parties where Patrick McMullan photographed her. This real life Gossip Girl spun gratuitous publicity into a branding tool that led to an MTV reality show which never aired and a handbag line called Samantha Thavasa, as well as the title of queen of New York society.

Previous to having a show on E! called "Keeping Up with the Kardashians," Kim Kardashian was just the daughter of one of O.J. Simpson's lawyers and the current besty of Paris Hilton-- the most successful socialite to whip fame out of nothing. Kim's also had her own sex video scandal, which always works to boost a person's profile. When the video of Kardashian having sex with rapper Ray J was mysteriously leaked (some believe it was a publicity stunt), she hired Brad Pitt's former publicist, Cindy Guagenti.

Another scandal turned to opportunity for endorsements and TV shows features Ashley Dupre-- the hooker who got caught with former governor Eliot Spitzer. While some people may have decided that being named Spitzer's girl might have been a wake-up call, Dupre had other thoughts. She hired Handprint Entertainment to represent her-- the same firm that managed the reality television careers of Nicole Richie and Pamela Anderson. She also has former publicist, Michele Elyzabeth, working for her. Brilliant.

Being in the right place at the right time has been essential to the disposable celebrity-- followed by hiring a publicist ASAP to start pitching shows and accessory lines before the public realizes they're nobodies and loses interest. The Pop-Up socialite, a.k.a. Olivia Palermo, is a childhood friend of Byrdie Bell's who was photographed by Patrick McMullan at a Sotheby’s event. From that instant, she would engage in mini-conversations with anyone who was being photographed, popping up at the exact moment the photographer did. "I can't even count the number of times I've been at a red carpet event where someone shows up and nobody knows who they are," says Freibaum. Their 'publicist' announces them, the photographers all shoot their snapshots, and the next day, that 'nobody' from the night before now miraculously has her name referenced in Getty Images and various online sites," says Freibaum. Palermo is just a 22-year-old former New School student. There's nothing of interest there. Nothing but a name.

~Victoria Skyler