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.