Dezenhall said a lot of disclosures, like Jane Pauley announcing 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 turnabout on Sen. John McCain, R-Ariz., who repeatedly cited Joe during his presidential campaign, is something of a tactical hook to get readers to buy his book.
And then there are all those rumors and the innuendo that the tabloids thrive on, such as who is pregnant and who's dating whom. Dezenhall said not to be surprised if many of those items come from the celebrities' publicists.
"There is a certain desperation to inject these morsels of non-information 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 cited 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."