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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...
How do you pick them?
• Research, research, research
• Common sense
• The charity brand, this will be different for every
...
How do you manage celebrities to minimise
risk to your brand?
• Brief them to be on brand
• Make them aware of any develop...
How can they help protect and build your
reputation?
• What sort of reputation do you want?
• Always on message, always on...
What you can do if it goes wrong?
Think first, what is this scandal how big is it really?
• Have their actions affected ot...
Think next, how tied to your charity is the
celebrity?
• Do they have a named title, are they a President or Patron,
did t...
• Have a plan in place, do you have a strategy?
• Can you say to an internal audience, yes we did
our risk assessments?
• ...
Let’s look at some examples of celebrity
“Scandals”
Group discussion – How damaging are
these celebrity “scandals”?
Thank you
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014
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Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014

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Beth Brincat, celebrity manager, Scope

Published in: Government & Nonprofit
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Transcript of "Using celebrities to enhance and protect your reputation. Keeping your reputation spotless conference, 21 May 2014"

  1. 1. Using celebrities to enhance and protect your reputation
  2. 2. • 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”
  3. 3. 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
  4. 4. 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
  5. 5. 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.
  6. 6. 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”?
  7. 7. 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.
  8. 8. • 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;
  9. 9. Let’s look at some examples of celebrity “Scandals”
  10. 10. Group discussion – How damaging are these celebrity “scandals”?
  11. 11. Thank you
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