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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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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