Celebrity Focused Public Relationsapps-prssa.prsa.org/events/Conference/Program/2019...influencer,...

Celebrity Focused Public Relationsente

Presented by Rita Tateel, President

@celebritysource

Session Overview

• ● Definition of “celebrity”

• ● The psychology of a celebrity

• ● Motivating factors to get a celebrity to say “yes”

• ● What you need to do after a celebrity says “yes”

• ● Influencer Engagement

• ● Q & A

Definition of “Celebrity”

• Anyone well known, in the public eye, within their field of discipline.

• Not only includes film, television, music, sports and fashion personalities, but also famous business tycoons, politicians, authors, famous chefs, digital influencers & YouTube stars.

Celebrity Psych. 101: Understanding the Mindset

• Celebritiesare some of the most

insecure people on the planet

Celebrity Psych. 101: Understanding the Mindset

Celebrity Psych. 101: Understanding the Mindset

Family & Children

are their most important priority

Celebrity Psych. 101: Understanding the Mindset

Celebrity Psych. 101: Understanding the Mindset

•Timeis their most important commodity

What Motivates a Celebrity to Say Yes?

• ● “What’s in it for me?”

• ● Media exposure (pros & cons)

• ● Cause/issue/charity

• ● Personal interests/hobbies/sports

• ● The fun and exclusivity of the activity

• ● Perks & gifts (SWAG)

• ● Relationships

Cause/Issue/Charity

• Personal

• Family Member

• Character Role

“Philadelphia”

“Apolo 13”

“Saving Private Ryan”

What Motivates A Celebrity Cont.

• ● “What’s in it for me?”

• ● Media exposure (pros & cons)

• ● Cause/issue/charity

• ● Personal interests/hobbies/sports

• ● The fun and exclusivity of the activity

• ● Perks & gifts (SWAG)

• ● Relationships

Personal Interests/Hobbies/Sports

What Motivates A Celebrity, Cont.

• ● “What’s in it for me?”

• ● Media exposure (pros & cons)

• ● Cause/issue/charity

• ● Personal interests/hobbies/sports

• ● The fun and exclusivity of the activity

• ● Perks & gifts (SWAG)

• ● Relationships

Fun and Exclusivity

What Motivates A Celebrity, Cont.

• ● “What’s in it for me?”

• ● Media exposure (pros & cons)

• ● Cause/issue/charity

• ● Personal interests/hobbies/sports

• ● The fun and exclusivity of the activity

• ● Perks & gifts (SWAG)

• ● Relationships

Perks & Gifts

What Motivates A Celebrity, Cont.

• ● “What’s in it for me?”

• ● Media exposure (pros & cons)

• ● Cause/issue/charity

• ● Personal interests/hobbies/sports

• ● The fun and exclusivity of the activity

• ● Perks & gifts (SWAG)

• ● Relationships

Relationships

Budgeting for Celebrity Participation

Standard expenses to be covered

● Car service

● First class air for two

● First class accommodations (suite)

● All meals, or hotel per diem ($100-$150 per day)

● Hair and make-up when appropriate (SMT, VNR, media day, etc.)

Money is King! But Not Always!

• Superstars are not usually

motivated by money

• Only negotiate deals if you do

this on a regular basis

They said yes, now what?

Think about every step the celebrity will make from the moment they leave home

• ● What could go wrong?

• ● What might the celebrity want to know?

• ● What might the celebrity appreciate or want?

Influencer Engagement

Influencer Engagement

The basic formula for calculating fair Instagram influencer rates

There are many factors that determine the rate an influencer charges for their work. Most pricing starts with this baseline formula and goes up from there.

• $100 x 10,000 followers + extras = total rate

Influencer EngagementWhat are the Extras?

• Usage rights: If you want to maintain ownership of the content you create with an influencer, so that you can use it on other platforms

• Production fees: How long it takes to produce the content (labor), props, clothing, hair and makeup, photography, editing, and travel, should be factored into influencer rates.

• Agency fees: Many influencers are represented by managers or agencies who typically charge handling fees.

• Campaign length: The length of the campaign will have a direct affect on influencer pricing.

• Timing: Depending on how much time a brand gives an influencer to create content, a rush fee may be applied.

• Exclusivity: Most contracts include an exclusivity clause, in which the influencer agrees not to work with competitors for a determined length of time.

• Brand fit: If an influencer feels that a company lacks a level of affinity with their personal brand, they may charge for what the partnership maycost them in credibility.

• Life Happens!

• Have a Back Up Plan!

Rita Tateel

323-651-3300

Rita@TheCelebritySource.comTwitter: @CelebritySource

LinkedIn: Rita Tateel – Celebrity Influencer

Face Book http://www.facebook.com/CelebritySource

Instagram: @CelebritySource

www.TheCelebritySource.com