#3 Star-ify your Product PR ~ Media Access

#3 Star-ify your Product PR ~ Media Access

#3 Star-ify your Product PR ~ Media Access
 
Strategically selecting media for your celebrity PR campaign may be the most difficult aspect of your campaign. Especially when you bring an A-List celebrity to town, you will be besieged by requests.
 
When we brought Diane Keaton to Toronto to help promote L’Oréal Paris Age Perfect skincare line for mature women and word got out she was coming, we were inundated with media and influencer requests wanting one-on-ones. Even Strombo’s producers called us asking for an interview. However, combined with our limited available time with Ms. Keaton and already negotiated media exclusives, it would have been very tricky for Diane Keaton to organically talk about skincare for mature skin with George Stroumboulopoulos – so we had to say no. Not going to lie, we love him so turning down Strombo was a PR gal’s nightmare but ultimately the right call for the campaign and our limited timeframes.
 
Like any brand campaign, you’ll need to match your targeted media and influencers to the brand’s target audiences and objectives. And the Star’s “people” will also want to pre-approve the list of media, and they may have different criteria from yours so don’t be surprised if some of your favourite media don’t get approved for sit down interviews with your Star.
 
Media Negotiations – In providing media access to your celebrity there is room for negotiation. The higher the wattage of your Star, the more room you have for negotiation. Before you schedule the interview, you should talk to the editor to get confirmation that they will include a mention/description/photo of your product or cause. This guarantee from them will also plant the seed that they need to ask about the product/event in their interview providing an easy opening for your Star to deliver the product message.
 
Depending on how many interviews you’re granting and how much time they’ll get for the interview to develop their content, you may also talk to the editor/producer in advance about the length of the story they’ll commit to if you give them access.
 
And yes, many Stars will insist on vetting the questions in advance and most (but not all) media will agree to provide a list of questions or at least a list of topics. The Star’s “people” will let you know in advance if there are any topics off limits. I’ve had Editors reference the approved question list in their interviews with Stars only to be told “you don’t have to stick to that list, ask me anything you want” which is totally their prerogative, as long as we’ve done our jobs and delivered on their requests.
 

L’Oréal Paris spokesperson & legendary actress, Diane Keaton discusses in the Globe & Mail on how to be “Age Perfect” in Hollywood

 

A-lister Naomi Watts kicks off L’Oréal Paris’ inaugural Women of Worth campaign in Canada and dishes on her beauty go-to’s in Glow magazine


Your media selection will depend on your plans for your Star and your communication goals. Here are some examples of the star-studded TIFF events we’ve thrown for L’Oréal Paris spokespeople such as Julianne Moore, Karlie Kloss and Naomi Watts at TIFF
 
Will you offer one-on-one interviews? Questions on the red carpet? Invitation to an exclusive media event where the Star will speak and maybe even pose for selfies? Stay tuned next week for different types of approaches for Celebrity PR events with brand objectives in mind.
 
~ Cathy