COMMENT: The Big Pitch - What qualities does a celebrity need toeffectively front a PR campaign?

Ric Bachrach - CEO, Celebrity Focus

A celebrity spokesperson must have three things. The first is


The individual must be relevant to the topic, the program or whatever

the cause happens to be. The second is capability.

The spokesperson must have the ability to deliver on the program. There

are people who are terrific actresses and actors and sports players, but

when it comes to being a spokesperson, they may not have the ability to

deliver media messages. The third thing is interest.

There's nothing worse than having a spokesperson show up and not be

interested in what they're doing. Their motivation has to go beyond

their compensation. That way, even if they're not great at delivering

the message, they still have the passion.

Rita Tateel - President, Celebrity Source

Apart from demographic appeal, it's important to look at a celebrity's

personal lifestyle, background, interests, hometown and other personal

information which might add to the hook as to why this person is a good

match. It's also important to research that there is nothing negative in

the celebrity's past which could surface and hurt the campaign. A good

spokesperson should have staying power, with a proven track record in

popularity. Also remember that a brilliant actor might not be so

brilliant without a script. That is why good briefing sessions are of

extreme importance before the celebrity is exposed to the public. The

difference between a good spokesperson and a great one is that a great

one is easy to work with. The more trust you can develop with the

celebrity, the more likely they'll do whatever you need.

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