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We are a nation obsessed with celebrities. Love them or hate them – they have their uses. They can guarantee immediate publicity for an organisation – whether they’re promoting the latest hair-care product, or opening a tasty restaurant.
What is a celebrity? Brad Pitt? Madonna? Michael Jackson? Brian from Big Brother? Once over, the idea that someone could be labelled a celebrity for being filmed living in a house doing, well, not much really, would probably seem ludicrous. But thanks to Big Brother, ‘nobodies’ like Brian have become stars in their own right. They are famous for being, erm, famous really.
If you do use a celebrity to promote your business, you also have to consider what your choice of celebrity says about you and your brand. Because they can impact on how you are portrayed. Kate Moss was dropped by seven of her sponsorship deals following her drugs scandal because the companies didn't want to be associated with her and jeopardise their image.
PR isn’t simply about publicity. It’s about creating messages. So it’s important to think about the sort of image you want to portray – celebrities will attract instant attention but it’s not likely to last. These days, a celebrity’s career in the public eye does not tend to last long, they quickly reach their peak and then the hype dies down, we get bored and move on to the next star of the moment.
For long lasting results we develop more creative ways of achieving successful results that will last longer than celebrity.
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