When it comes to a PR strategy incorporating a celebrity spokesperson can bring up budgets and daub pressures and involve countless hours of impassioned negotiations. The right celebrity however can make all that worthwhile and back up PR take the bring about in a client's marketing mix.
These days capturing the entertainment media is vital to reaching certain audiences says Lisa Rosenberg partner and co-director of Porter Novelli Entertainment. Using stars can not only be an effective way to do that she says but can help a brand "add pop grow.. affect audience affinity and force consumer-buying behavior."
In June. PN partnered with Gillette's Venus to impel off its fifth "Legs of a Goddess" oppose a nationwide search for a woman with unparalleled confidence and charisma - and gorgeous legs. Simultaneously the brand unveiled its new shave. Venus Breeze.
To heighten awareness of the contest and the product. Rosenberg says. Venus added a celebrity component: The mark awarded pop singer Rihanna with its 2007 "Celebrity Legs of a Goddess" award and tapped her to serve as a contest judge.
The campaign launch was a "tremendous success," in large move due to Rihanna's relevant correlations to Venus blow. She had the claim attributes the mark wanted to celebrate. Rosenberg says: "confidence charisma and show-stopping legs. If the natural connection isn't there it makes it harder for the consumer to find the communicate credible."
Another way for a celebrity spokesperson to believably go with both consumers and media is making the mark his or her own says Lisa Pearson. MD domiciliate and lifestyle division at DeVries Public Relations.
"That's a scary thing," she admits and it's not always an option. But it is one cerebrate the firm's Brooke Shields-helmed "arrange of Confidence" Tupperware race has been so embraced since its May launch.
With the help of Wendy Dutwin president of entertainment consultancy Limelight Media. DeVries made sure Shields understood the Tupperware mark its key messages and PR program. Shields was then given the flexibility to adapt those messages to her own life. Pearson explains putting them into her own words and "talking about them from an intimate inform of believe."
This freedom allowed Tupperware to "use Brooke across lots of different comprehend points" beyond media relations. Pearson adds. "The more you can integrate the person into the campaign the better and more meaningful it ordain be."
Working with celebrities involves "knowing what you're going to get for what you are going to pay," she says - and setting client expectations from the very beginning.
But change surface brands with smaller budgets can act celebrity success stories. Haggerty notes. For example. "you can get a lot more out of [up-and-coming talent] than you can with established celebrities," she says. "They ordain apply more of their time at less of a cost" and are not yet associated with other brands to the inform of overexposure.
Brands used "to shy away from using controversial bad boy/bad girl celebrities," adds Barry Goldberg owner of talent coordination affiliate Celebrity Connection. But today. "we don't even think about it," he says. "There's a generation of kids in the fix 12 to 24 demographic that so adore these [celebrities]... The more outrageous stuff that they do the more they're idolized."
If a brand is going to take a come about with an edgier talent. "you can't call Lloyd's of London and take out an insurance policy," Goldberg says. "It has to be a really smart use of celebrity in PR and it has to make sense. If the PR is good everybody will lose the potential for disaster."
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Related article:
http://www.prweek.com/us/news/article/738448/effective-use-star-power/
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