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Using celebrities to enhance and protect your
reputation
• How do you pick them?
• How do you manage them?
• How can they help protect and build your reputation?
• What you can do if it goes wrong?
• Celebrity “scandal”
How do you pick them?
• Research, research, research
• Common sense
• The charity brand, this will be different for every organisation
• If a celeb is known to be controversial think hard about using them
How do you manage celebrities to minimise risk to your brand?
• Brief them to be on brand
• Make them aware of any developments
• Develop a good relationship with your CEO
• Make them feel a part of the charity
How can they help protect and build your reputation?
• What sort of reputation do you want?
• Always on message, always on brand
• Celebrities have a lot of platforms to speak out from;
personal websites, twitter, youtube
• A personal connection, the pubic can see through someone reading from a script
• There is a difference between the role of a supporter and a named Patron role.
What you can do if it goes wrong?
Think first, what is this scandal how big is it really?
• Have their actions affected other people?
• Does it contradict your charity’s messages and objectives?
• Will it alienate your key audiences?
• How does the celebrity react to the “scandal”?
Think next, how tied to your charity is the celebrity?• Do they have a named title, are they a President or Patron,
did they set up the charity?
• Were they photographed last week at an event laughing and joking with your CEO?
• Do you actually need to make a comment on them to internal or external audiences?
• Remember, whether or not the celebrity supports your charity will be unlikely to be dwelled on in the news story as a whole.
• Will you stick by them? When the scandal passes they could be more loyal to you than ever.
• Have a plan in place, do you have a strategy?
• Can you say to an internal audience, yes we did our risk assessments?
• Always be gracious and acknowledge the good work they did in the past.
• Don’t be drawn into comment, stick to the charity brand messaging.
If you do decide you need to distance yourself from them;
Let’s look at some examples of celebrity “Scandals”
Group discussion – How damaging are these celebrity “scandals”?
Thank you