When you're famous for being famous like the Kardashians are, it takes a lot of effort and some smart and strategic thinking to stay in the spotlight.

And if you've ever suspected that one of the world's most well-known celebrity families are responsible for a publicity stunt or two, an ex-publicist of Kim Kardashian has confirmed your suspicions.

As you may recall, Kim was subjected to a 'flour bomb' attack in 2012, while walking the red carpet at an event in Hollywood. A woman threw flour at her, covering her back and hair in the white powder and was detained by hotel security - but Kardashian did not wish to press charges.

Why? Because it was an inside job, as confirmed by her former PR strategist Sheeraz Hasan - and was all to generate publicity for her new perfume.

Hasan revealed the plot in Channel 4 documentary 'The Kardashians: Billion Dollar Dynasty'. “OK, this is what’s going to happen, you’re going to be fine, you’re going to be safe, but we’re going to create a media moment," he said, recalling the conversation with Kardashian at the time. "If we create media gold, guess what’s going to happen? Everyone’s going to be talking about your perfume, everyone’s going to buy it.

"Are the team in on it? Of course they’re in on it."

At the time, Kardashian laughed off the incident, saying "That probably is the craziest, unexpected, weird thing that ever happened to me. Like, I said to my makeup artist I wanted more powder and that’s a whole lot of translucent powder right there."

Playing the fame game, or deceiving your fanbase for your own gain? You decide...