03/02/2009 at 01:00 AM EST
>In tough times, image matters more than ever, says publicist Howard Bragman, author of Where's My Fifteen Minutes?
He suggests learning from these stars:
• JOE THE PLUMBER Rule No. 1: Public images are no longer reserved for Hollywood stars.
• RICKI LAKE She shows you can turn your image around.
• WILL SMITH He's comfortable in his skin. Know who you are—who has the time to fake it?
• ANGELINA JOLIE
Just get out there and do something that helps other people. It comes back to you.