2008 PRSSA INTERNATIONAL

CONFERENCE

Presented by

Rita Tateel, President

“Reaching For The Stars: Recruiting Celebrities for PR Campaigns

And Special Events”

Presented by

Rita Tateel, President

Overview

• Definition of “Celebrity”

• The psychology of a celebrity

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

• Budgeting for celebrity participation

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

• Case studies: Campaigns that worked

• 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, astronauts, scientists, etc.

Celebrity Psych. 101:

Understanding the Mindset

Celebrities

are some of the most

insecure people on the planet

Celebrity Psych. 101: (cont.)

Family & Children

are their most important priority

Celebrity Psych. 101: (cont.)

Time

is 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

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

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

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

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

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

Budgeting for Celebrity

Participation

• Standard expenses to be covered

Limousine transportation

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

• Sample fees

They Said “Yes,” Now What?

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

What could go wrong?

What might the celebrity want to know?

What might the celebrity appreciate or want?

Case Studies:

Campaigns That Worked

Celebrity Surveys

• Hostess Brownie Bites

• Calvin Klein Eternity 15th Anniversary

• Hallmark Keepsake Ornament

• Sears Father’s Day

Contadina Fresh Products

Energizer:

Change Your Clocks,

Change Your Batteries

Cast Art Industries

HeartStrings

HeartStrings (cont.)

HeartStrings (cont.)

HeartStrings (cont.)

Ralston Purina

Celebrity Cat and Dog Calendar

Purina Celebrity Cat Calendar

Purina Celebrity Dog Calendar

Purina Celebrity Cat Calendar

AmericanGreetings.com, ScreamMail

Toyota Grand Prix of Long Beach

Pro-Celebrity Race

Toyota Grand Prix of Long Beach

Pro-Celebrity Race

Don’t Put All of Your Eggs in the

Celebrity Basket

Have a back up plan