10 Tips for Working With Hollywood Spokespeople
10 tips for brands who use celebrities as spokespeople:
- Be specific in your legal agreement with exactly what is expected of the celebrity. Establish the number of appearances and number of production dates.
- Set a regular communication schedule and determine the approval process. Often you’ll work with a celebrity’s management team, not directly with the celebrity.
- Establish guidelines for approved media outlets, journalists and bloggers. Celebrities often have preferences about the media with which they interact.
- Clarify the celebrity’s role at appearances. Ensure he or she is comfortable with your expectations long before the event takes place.
- Get access to the celebrity’s calendar. You’ll want to be able to leverage some, and avoid other, commitments.
- Provide message training before any celebrity appearance for your brand—and with some frequency otherwise
- Get to know the celebrity’s other endorsement deals. Look for opportunities for co-branded campaigns.
- Share your brand’s news and highlights with the celebrity. Stay top-of-mind and demonstrate your commitment to the person.
- Stay current with your celebrity’s activities. Follow them on Twitter, create Google alerts for mentions of them (with and without your brand’s name)
- Keep it real. At the end of the day, these are real people with real feelings and real needs. Treat them like a real person and you’ll usually get the same in return.