the elevator pitch

We’re not saying we have an opinion on the photograph, just its consequences.

The Miley Cyrus photo spread in Vanity Fair is hot news and believe it or not that’s good business for the teen sensation. Her name has been at the top of the most-searched list on Google all day and every North American TV news program has talked about the racy image taken by Annie Leibovitz.

The Hannah Montana star is already a massive name in her demographic. Elevation PR thinks this photo spread will boost her profile so much it positions her to break out of her niche and into the mainstream. A similar occurrence took place more than 20 years ago when a teenaged Brooke Shields showed some skin in a Calvin Klein ad.

The 15-year-old daughter of country/pop singer Billy Ray Cyrus is apologizing for the most controversial photograph, which features her looking disheveled and clutching a satin sheet over her breasts while her back is exposed.

“I took part in a photo shoot that was supposed to be ‘artistic’ and now, seeing the photographs and reading the story, I feel so embarrassed,” Cyrus said in a statement. “I never intended for any of this to happen and I apologize to my fans, who I care so deeply about.”

The truth is this spread allows Cyrus to hang on to many of those fans, who are growing up themselves and will soon be attracted to more mature stars.

Disney, which produces her show, and critics have condemned Vanity Fair for exploiting a 15-year-old while others point the blame at Leibovitz. Michael Eisner, the former Disney CEO, explained that he was once prodded by Leibovitz to pose in a way he regrets.

“I’m sorry I did it and I was an adult,” Eisner said during a guest appearance on Monday’s edition of CNBC’s Fast Money. “She’s a 15-year-old girl, Annie’s clever, she took the picture, much ado about nothing.”

For beautiful photographs that no one could ever accuse of exploiting someone, check out the outstanding work of Elevation client Julia Pelish.