For a public figure, his "people" - the ones who craft, edit, and protect a public persona; they are the ones in charge of damage control. With Bill Gates, for instance, it's Waggoner Edstrom. For George Bush, it was a team led by Lee Atwater&and Roger Ailes (now of Fox News Channel). Numerous entertainment figures have teams of handlers; often their celebrity hinges on how well the team does its job. Mike Tyson is an example of Bad Man Meets Bad Handlers.