CELEBRITIES & BRANDS
Sunday’s NY Times piece about Sharon Stone’s recent comments on the earthquake that hit China made me remember a very high-powered, ultra-nervous CEO we worked with who vowed to never, ever under any circumstances use celebrities for fear of what their (mis)actions might do to his brand.
Sharon Stone, best known for her role in Basic Instinct (certainly sexy and risqué), has made some very controversial comments. She reinforces the need for brands to be strategic and targeted when working with celebrities, as well as cognizant of the risks.
All too often, 5WPR will receive a call from a celebrity agent on behalf of an A-list celebrity who wants an endorsement deal from a client we represent because “he or she is looking to get into the space.” However, if we inquire about price, it’s the same as the usual going rate. I always caution clients: don’t get excited when you get a similar call. More often than not, it’s an agent making a cold call trying to get a check.
There’s plenty of upside in choosing the right celebrity endorser for consumer brands, but the decision needs to be strategic and focused – not just after a star on Hollywood Boulevard.
Tags: 5W Public Relations, 5WPR, 5WPR CEO, Crisis PR, PR AGENCY, PR Firm, Pubilc Relations, Ronn Torossian
