Elliot Mintz has spent a lifetime putting others in the spotlight. Now he is stepping out of the shadows to promote himself.

The L.A. publicity legend will mark his 70th birthday by launching what he calls a “cyberography” – an autobiographical website loaded with 150 hours of material, from his tricks of the trade to tales of such clients as John Lennon, Bob Dylan and Paris Hilton.

“The job of the media consultant is to clean up what gets tainted and to magnify what glows. I thought putting together all this material from my career might interest and inspire some people – plus I’m too lazy to write a book,” said Elliot, who will turn 70 on Feb. 16.

It has been a five-year project to assemble the recently launched site, ElliotMintz.com, at a cost of $100,000 – small change to a media expert who takes on clients from the business and entertainment worlds for $10,000 a month on minimum 12-month contracts. What is perhaps surprising is that he is giving all this material away for free.

“Not everything in life should have a price tag attached to it,” he said. “Offering this for free seemed like a good way of giving back. Plus, among all the other information, the website provides a platform for causes and charities I support.”

Mintz has managed to maintain the support and respect of press, clients and colleagues over his decades calmly navigating the L.A. media scene during various scandals and crisis management situations.

No substitute

“There is no substitute in life for experience, and Elliot Mintz certainly has a lot of that,” said Robert Earl, chief executive of Planet Hollywood International. “His-high profile client base over the years and the discreet issues that he has had to deal with, advise upon, strategize and oftentimes deflect really summarize the man.”

Mintz outlined the strategy that has served him well:

“Public figures often come to me in moments of crisis. I tell them to speak the truth. If there has to be some spin, they should leave that to their publicist. If something goes south for a client, I call up people in the media and ask them to let me give them another perspective. You can’t lie and you burn contacts if you do.”

One example of showing the press a different perspective to solve a problem came when Kevin Federline hired Mintz to manage the media fallout over his 2006 divorce from Britney Spears.

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