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