Mixing Celebrities and Cause Marketing: Tips from a Pro

Successfully contacting, negotiating, and working with celebrities requires critical research and specialized rules of protocol, according to Rita Tateel, president and founder of The Celebrity Source, Inc.

Rita has partnered Kareem Abdul Jabar with Energizer Batteries and the International Fire Chiefs Association; Robert Guillaume with Quaker Oatmeal and the American Heart Association; and Shannon Doherty with Contadina and Second Harvest to name a few.

Rita shared her top, hard-earned tips for working with celebrities with the Cause Marketing Forum:

1) Put Yourself in a Star's Shoes

Before you ask a celebrity to participate in a project, PR campaign, or special event, ask yourself this question as though you were that celebrity: “What’s in it for me; why should I do this?”

We would all like to think that celebrities get involved with cause-related marketing campaigns because they really care about the cause. While this can be a contributing reason, the truth is that most celebs are motivated by other factors. If you have money, it’s a great motivator. But when budgets are slim-to-none, great perks and gifts can go far in getting a celebrity to say “yes.” Other motivators can include media exposure, personal interest in the activity or sport, personal connections to the city, a desire to change one’s image, the fun/exclusivity of the event, or because of who asked them.

2) Make A List

Once a celebrity has agreed to participate, make a list of absolutely everything he or she might want to know and do—every question this personality might have—from arrival to departure. Then list of all your answers.

Celebrities and their representatives can become very demanding and difficult to work with if the celebrity feels insecure about his or her involvement. The best way to help make celebrities (and their representatives) feel secure is to demonstrate that you have considered every little detail and have anticipated their every question.

3) Respect Their Time

Time is a celebrity’s most valuable commodity; don’t waste it.

The bigger the celebrity, the less time he or she has. There are so many people wanting a piece of the celebrity’s time, they have to ensure that the time they do give to a cause makes an impact and is time well spent. So, ask for the least amount of time that will fill your needs. Don’t ask celebrities to arrive earlier than needed. And never make them wait!

4) Keep Briefings Brief

When a celebrity briefing session is necessary, determine whether it must be in person, or if the briefing can be handled by phone, fax and e-mail. Of course, we would all rather meet celebrities in person. But, remember my “tip #3—that time is their most valuable commodity. So use the phone, fax or email if you can.

If you must meet in person, have no more than one or two people at the briefing session and make it as to the point as possible. More than an hour is seldom needed.

5)Avoid Deluging Stars With Data

Celebrities won’t want to memorize lots of facts and figures—unless they are being paid quite handsomely. Therefore, I recommend no more than 3-4 bullet points of the most important information you want your celebrity to communicate to the media.

Fax or e-mail briefing notes in advance and also have it on site, ready when the celebrity arrives.

6) Don’t make any promises you can’t keep and do keep all of the promises you make

For more guidance on working with celebrities or to contact Rita Tateel, visit www.celebritysource.com Learn More