Dezenhall, the author of "Damage Control," is uncertain of the payoff for celebrities who show skin. "It's really the kitchen-sink approach," he said. "Nobody knows if it will have an impact. You know if you don't try, it certainly won't. So you throw the kitchen sink at it."
Is it all part of a strategic plan to wring the maximum exposure? Dezenhall says a lot of things celebrities do is driven by their personalities and egos and not by their publicists and managers.
"Don't assume that they're getting advice or that they are listening to it," said Dezenhall, who added that he works with fewer celebrities than he used to. "A lot of these folks are doing what they want to do, because it's often just an extension of their natures."
When it comes to disclosing personal information or dropping titillating news, it's only natural that it occurs when a celebrity has a new project.
"Most celebrities don't do interviews unless they have something to promote," said Bragman, whose new book is "Where Is My Fifteen Minutes?" "If you have a disclosure to make, you want to hold it until you have something to promote. The only caveat is you don't want the disclosure to be bigger news than what you're promoting."
Bragman said that when Owen Wilson's movie "The Darjeeling Limited" came out just after his suicide attempt, Wilson only gave one interview -- to the director and it appeared on MySpace.com. "And that was the limit of that particular incident," he said. "If asked about it, he can say he talked about it, even though he didn't really go into it."
Dezenhall said a lot of disclosures, like Jane Pauley announcing that she is bipolar in 2004, come out as part of a book the celebrity is promoting. Pauley was promoting both her memoir, "Skywriting: A Life Out of the Blue," and a new talk show.
"It comes down to either a tactical hook or a damage control inoculation device," Dezenhall said. "You attract people to the book and you deprive your adversaries of being able to reveal something bad on their terms."
One has to wonder if Joe the Plumber's recent turnabout on McCain is something of a tactical hook to get readers to buy his book.
And then there are all those rumors and innuendos that the tabloids thrive on, like who is pregnant and who's dating whom. Dezenhall said don't be surprised if many of those items come from the celebrities' publicists.
"There is a certain desperation to inject these morsels of noninformation, information into the bloodstream," he said.
But celebrities do not have to bare all in order to stay in the public eye, Dezenhall said. He cites Harrison Ford, the late Paul Newman, Jodie Foster and Meryl Streep as examples. He said Natalie Portman has been able to separate herself from other young actresses by not appearing naked on magazine covers.
"She shows it is possible to be in that world without rooting around in the great hamper of Hollywood," he said.
Celebrities like Streep and Newman have been perceived differently by the marketplace. Streep's focus when it comes to publicity, as Newman's was, is her work and not her personal life. "They're not giving the E! Channel a tour of their master bathroom," Dezenhall said.
"Someone like Jennifer Aniston, her strategy is to dive into every camera conceivable to stay relevant," he said. "There is a sunset date on being young and hot."