Theorizing celebrity cultures: thickenings of celebrity cultures and ...
“Reaching For The Starsapps-prssa.prsa.org › events › ... › Reaching_RitaTateel...Overview...
Transcript of “Reaching For The Starsapps-prssa.prsa.org › events › ... › Reaching_RitaTateel...Overview...
-
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