Star-ify your Product PR ~ Crafting the Message
#2 – Star-ify your Product PR ~ Crafting the Message
Continuing from last blog about getting started with Star-ifying your Product PR, let’s say you’ve worked through all the logistics with the agents/managers /publicists /assistants and you’ve got a green light for your celebrity to come to Canada for a PR appearance. You’ve already (hopefully) confirmed your Star is willing to talk about your brand/product, so here are a few tips for developing your messaging:
• Respect their voice – For the most part, media will want to talk about the celebrity, the celebrity wants to talk about the celebrity and you want them to talk about your product. If you try to over control the interviews too much you’ll just end up frustrating everyone and no one will get what they want. You’ve hired the celebrity because of who they are – so let them be who they are. Your job is to:
• Develop a simple & organic message – While you can get weighed down in all the fun of working with a celebrity, at the end of the day you’ll measure your PR success largely on your message penetration. Did the tour succeed in communicating your key messages and achieving your communications objectives – which likely include increasing product sales?
In the celebrity media appearances/interviews were they able to work in your product/brand message? Your job is to make this as easy as possible for them. They likely are not product experts, so you’ll need to have real experts to provide all the details. Your star will need a few brief messages and segues to help them proactively deliver the product message even if the media doesn’t.
For example, when we brought the lovely Freida Pinto to the Toronto International Film Festival for L’Oreal Paris to promote its new Mousse Absolute Hair Colour messaging the messaging we developed was that she was in Canada to host the launch of the new product at the Toronto International Film Festival. A simple way to connect all the dots and easily work in our product message.
Once the simple, straight forward messages are set, you’ll want to do a media prep session to triple check they’re comfortable with the messages and are able to deliver them in their own words and style.
Then it’s the Star’s job to deliver these messages. And I think it’s a good idea that you tell the Star (as well as the agent/manager/publicist/assistant) that the success of the campaign will be judged based on his/her availability to deliver the agreed-upon key messages. And that’s why it’s so important they have input into crafting the organic message as it’s essential they’re comfortable with the words rolling off their tongues.
Stay tuned for next week’s blog where I’ll share suggestions for strategically choosing and negotiating media interviews for your Star.