No one wants to reveal to the world that a beloved celebrity, from Hollywood and beyond, has died, but someone has to do it, and that person is usually the celebrity’s PR agent.

Over the last couple of days three major celebrities have died, actress Diane Keaton, R&B artist D’Angelo and KISS guitarist Ace Frehley. Before that, Jane Goodall and Robert Redford. Their d3aths have caused some to wonder about what is going on behind the scenes as their PR teams take care of things with the public while their families begin to greive.

Announcing a celebrity’s d3ath is one of the most “delicate” and “emotionally charged” processes of a PR agent’s job.

Public relations expert Grayce McCormick at Lightfinder Public Relations told Daily Express US, “Announcing the d3ath of a beloved public figure like Diane Keaton, Dr. Jane Goodall, or Robert Redford is one of the most delicate and emotionally charged responsibilities in public relations.

“The process must balance truth, timing, tone, and empathy. A PR team’s primary role is to safeguard the individual’s dignity and the emotional well-being of their family, while also ensuring the public receives accurate information.”

Diane Keaton died at age 79 on Oct. 11 (Image: Getty)

“Typically, the family and legal representatives are the first to be notified and given the necessary space to process privately. Once they are ready to share with the public, the PR team collaborates closely with them.

“They craft an official statement, one that is a true reflection of the person’s legacy, values, and humanity, not just their career. Each word is meticulously weighed to prevent any form of speculation or sensationalism.”

McCormick added, “Timing is crucial. The team coordinates with close friends, colleagues, and sometimes a chosen media outlet to ensure that the announcement is released in a controlled and respectful way.

“In cases where misinformation starts to circulate online, the PR team acts swiftly to confirm facts and protect the family from intrusion.”

The PR expert concluded, “Ultimately, it’s about preserving grace and truth in a moment of significant loss, ensuring the story honors the person’s life, not just their d3ath.”

Ace Frehley died at age 74 on Oct. 16 (Image: Getty)

Keaton’s cause of d3ath was revealed in a statement from her family on Oct. 15.

In an exclusive statement to PEOPLE, the Oscar-winning actress’s family confirmed she died of pneumonia on Oct. 11 and expressed their gratitude for fans’ support in an emotional message.

“The Keaton family are very grateful for the extraordinary messages of love and support they have received these past few days on behalf of their beloved Diane, who passed away from pneumonia on October 11,” reads the statement.

Keaton’s family went on to share the causes she was passionate about, “She loved her animals and she was steadfast in her support of the unhoused community, so any donations in her memory to a local food bank or an animal shelter would be a wonderful and much appreciated tribute to her.”

Ace Frehley died Oct. 16 at 74. His family confirmed he had been hospitalized, placed on life support, and later removed from a ventilator.

The musician fell several weeks ago while at his studio, which caused a brain bleed. His condition worsened, ultimately leading to the decision to end life-sustaining treatment.

In a statement to USA Today, Frehley’s family said, “We are completely devastated and heartbroken.”

“In his last moments, we were fortunate enough to have been able to surround him with loving, caring, peaceful words, thoughts, prayers and intentions as he left this earth.

“We cherish all of his finest memories, his laughter, and celebrate his strengths and kindness that he bestowed upon others. The magnitude of his passing is of epic proportions, and beyond comprehension.

“Reflecting on all of his incredible life achievements, Ace’s memory will continue to live on forever!”