March 2010

Who’s Speaking for You?

Forbes recently released a list of the 10 most trusted celebrities, and it couldn’t have been more perfectly timed. Between the shocking disintegration of Tiger Woods’ carefully curated image (to say nothing of all those endorsement contracts) and the questionable finances of Wyclef Jean’s Yéle Haiti foundation, communications professionals are starting to wonder: are famous spokespeople more trouble than they’re worth?

It’s a question worth asking, but it’s not a new debate. Athletes have alternately dismissed and embraced the “role model” label for decades, and celebrities are often as famous for their personal drama as they are for their performances on screen or stage.

The truth is, in this era of public access and lightning-fast information, celebrities don’t necessarily have to be outrageous to disappoint; they can do it by merely being human. Public opinion can shift due to the breakup of a cherished couple, the slowing ascent of a rising star, incongruous career choices… or an unfortunate lack of self-awareness.

Yet another issue is raised in Poliwood, Barry Levinson’s documentary about Hollywood intersecting with politics around the 2008 election. Accompanying celebrities to the Democratic and Republican National Conventions, the film explores what could be considered a natural connection between the two fields and reveals the pitfalls of putting actors in a position of authority.

In Poliwood’s trailer, actor Tim Daly says, “I do have a skill or a credential that’s being able to communicate with people.” But does he have the knowledge to do so responsibly? Perhaps even more importantly: do people care what Tim Daly thinks about politics?

Although engaging a celebrity to represent your brand or cause can be a perilous endeavor, but the fact remains that famous people can add real value through their name recognition, familiarity, and also through their friends. Bono, Leonardo diCaprio and George Clooney can each bring multitudes of stars together around a cause dear to them.

For those of you hoping to capitalize on this star power – without your illustrious partner doing damage to your brand – we recommend taking these steps at the beginning of the relationship:

• Find a good match. What celebrities are naturally aligned with your work, either through their profession, passions or personal life? Do they represent your brand personality (young and hip, or established and solid)? Do your primary audiences trust and respect these people? If not, move on.
• Do your research. Read bios, interviews, profiles and keep an eye out for red flags. Are they typically well-spoken and on-message?
• Gauge their investment. If a celebrity is attached to a product or message purely for monetary or other personal gain, they may be less dedicated to representing your brand responsibly.
• Outline expectations. Put the terms of your partnership on paper and be clear about your requirements for consistency of message and action across all mediums.

In our work to position the Dr. Susan Love Research Foundation as a national leader on breast cancer research, education and advocacy, we found a natural celebrity partner in Melissa Etheridge, who had recently won her own battle with the disease. Etheridge asked her fans to send donations to the foundation, and helped to open the door for partnerships with iTunes, Hard Rock Café and the Emmy-nominated television show The L Word.

If you’re in the market for a celebrity, it is our pleasure to introduce you to Rita Tateel at The Celebrity Source, a terrific resource for celebrity bookings for a range of budgets.

Photo images © Kevin Winter/Getty Images, Jemal Countess/Getty Images, AP Photo/Matt Sayles, Robyn Beck/AFP/Getty Images, AP Photo/Charles Sykes