From an article from PR week, Cathy Wallace has provided some tips for PR practitioners to find the suitable celebrity to endorse their campaign.
Undoubtedly, the celebrity industry is heavily influenced modern culture. Many organisations use celebrities to promote their products. If you choose a right endorser will win credibility for your campaign, if not, the wrong person may ruin the whole campaign, even the relationship between your customers.In this article, Cathy Wallace highlights some prepositions for choosing the right celebrity.
First of all, the credibility. She quotes Max Clifford, an experienced celeb PR points out the partnership or endorsement if it believable and natural. Moreover, she also reminds PR practitioners should aware of the exposure/overexposure balance of celebrity. Because overexposure might lead the public feels dreadful.
The most important thing is: whoever you choose, be aware there are sometimes circumstances that you just cannot control. Because celebrities are people, they are living and there is always a risk.
Although the profit brought by celebrity endorsement may considerable, PR practitioners should notice that their responsibility is not only get the right person, but also need to react and respond to any changes in the environment immediately. Moreover, PR practitioners should involve their clients, meeting their requirements in a realistic way.
I think that is very difficult choose the right famous person, but I think that if this person is the correct, the campaign would have a great sucess. Moreover, I agree with the sentence: "Because celebrities are people, they are living and there is always a risk", One example could be Kate Moss when media published photos of her with drugs, she lost some contracts or Michael Phelps, the swimmer, who had problem with the brand Speedo for the same reason and he had to apologise in public.
ReplyDeleteI also agree that it is very difficult choose the right famous person for a PR campaign,many factors should be put into consideration. Say,any inproper behaviour of the celebrity could bring negative influence to the company's reputation. Hence,as PR practitioners,we should prepare always to face such situation, once a celebrity do something wrong to the company, how should we respond to public to reduce the risk.
ReplyDelete