For decades celebrities have promoted products through advertising. But it began in the days when consumers actually believed advertising.
In today’s world the real ‘bang for the bucks’ from celebrity endorsement is through PR extensions - getting it picked up by media and now, increasingly extending through the range of new personal media channels (from mobile phones to YouTube).
Here are some points to bear in mind if you are thinking about celebrity marketing through PR
1. Don’t assume that what makes a good celebrity for advertising will work for PR.
2. Make it relevant and believable
3. Establish the boundaries and their area of competence
4. Recognise that media want a performance
5. Who is endorsing who?
6. Do your homework
7. Put the PR in the hands of people who understand brands
8. Think audiences - not just about publicity
9. Prepare, prepare, prepare
10. Do a plan before you sign the contract
At the end of the day the aim of any celebrity endorsement PR program is to not only catch the attention of consumers who might not have otherwise noticed the product, but to support or change perceived attributes or perceptions about the product. That means the single most critical factor is identifying a celebrity that ‘fits’ with your brand.
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2 comments:
I don't believe that, the use of celebrities in PR is critical for PR to function properly, although it is a current trend. Celebrity endorsements might work well for branding and rebranding as you rightly said. But I think, PR doesn't need celebrities to reach target audience. Careful identification of target audience and the media they read, watch, listen to or use are important be it the newspapers, magazines, TV, radio or the internet. Also, a good angle for a story will attract media attention and generate positive publicity for a cause or client without using celebrities and all the negative publicity that they sometimes bring along.
What do you mean by a good celebrity for advertising doesn't necessarily make a good celebrity for pr purposes? Even if they photograph well in adverts, celebrities' reputations spill over onto the brands they advertise, which is a pr concern, but still it arises from advertising. That's why so many brands dropped Kate Moss from their ad campaigns when she had the drug scandal. Or is that your point?
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