The public mudslinging between 'Real Housewives of Beverly Hills' star Brandi Glanville and country singer LeAnn Rimes has gone nuclear.
Glanville said in Us Weekly her ex-husband Eddie Cibrian’s new wife has mental problems and a severe eating disorder.
Rimes went on E! to tell Giuliana Rancic how she wishes she wouldn’t have hurt so many people, but wouldn’t go so far as to use the word "regret."
Glanville is hitting back next with an explosive tell-all containing intimate details of her marriage and divorce.
So with little hope any of this will be worked out behind closed doors, who’s winning the tabloid -- and social media -- war?
Jamie Krauss, Director of the Narrative Group PR, says nobody.
“I think they’re putting the kids in the middle and that’s absolutely making them both look bad," Krauss said, adding that Twitter can be both friend and for to a celebrity publicist. “I think if there is one thing that is difficult for a celebrity publicist it is rogue tweeters.”
“If I could give Leann Rimes one piece of advice, I would stop tweeting," Krauss advised. "It’s really important that you get a little strategic about how you handle a public incident like this."
Soulgee McQueen, CEO of Trio Entertainment, shared a similar sentiment, saying Rimes should bow out gracefully.
“I don’t think that she should go back and forth because then it becomes child-like and then everyone is going to be in your business. Then everyone is going to get the option to judge you,” said McQueen.
Unfortunately, while silence can be golden, it does not help a celeb trying to sell records (Rimes) or books (Glanville).
“I think it’s really easy for people to say she (Rimes) should just shut up and go private behind closed doors but I gotta be honest, she has a new album coming out. When you’re a celebrity you have an obligation to your record label," Kruass continued. "They want you on the cover of everything and they want you on prime time television."
McQueen agreed that a bit of drama only helps move a celeb’s product-du-jour
“Controversy does increase whatever it is you’re trying to sell," said McQueen. "If there’s anything going on during the time you’re putting anything out it will definitely boost sales."
And while Cibrian may be the man in the middle, both publicists agree his reticence throughout the controversy is a wise move.
"Eddie has stayed very quiet in all of this. I think he’s done exactly the right thing. There’s really no way to win by taking a public stand in this war between two women," Kruass said. "He hurt of one them. He’s married to the other. He really has to stay quiet."
My advice? Leann and Brandi should take a Twitter break until they can behave like mature adults, instead of mean girls in high school. The latter is a bad look.