Top Tips: Talent PR on a Budget29/01/2016
Looking to do talent PR but worried about the budget? We’re excited to be working with wonderful talent consultant Nicola Ibison who has been managing celebrities since 1998 with leading agencies like NCI and James Grant Management. Knowing that brands don’t always have A List budgets, she’s given us a few tips on how to work effectively with talent when you may not have the big bucks to pay for it.
“Companies behind brands often believe a celebrity association will make all the difference. It might, but only if it’s the right association and if it has some authenticity and credibility.
So, how can you develop a good celebrity relationship or endorsement if your budgets are tight? Well, it’s difficult but not always impossible.
Celebrities rely on their profile to earn their money and pay their bills. Their fame is their commodity and they are understandably protective of that and they don’t give away an endorsement lightly.
However, to keep their value as celebrities, they need to keep their profile high and that is where a creative bargain may be struck.
First of all, think what you, the brand, can offer.
Do you have a big social media and digital presence, or an influential database, to help promote the celebrity in return for supporting your brand?
Is your brand something they a celebrity might desire, as a trade-off for the support, for example, a luxury holiday or an expensive watch? This route is less likely to deliver you the big names (who can buy their own watches and who would rather pay for their holidays and not compromise their privacy). However, it may appeal to some emerging stars or long-standing household names whose careers may not be at the height of their former glory.
Think laterally. A company we helped recently wanted to promote their recipe service with special celebrity recipes but they had no budget. We contacted all the book companies to get their publishing schedules for chefs and cooks. They willingly “gave” us a celebrity recipe to use from each book, in return for us printing up menu cards and promoting the books across our client’s social media platforms.
The most important thing to remember, regardless of budget, is to focus on celebrities who are a good fit for the brand and vice versa. A lack of authenticity, in either direction, can be sniffed out at a thousand paces.
Finally, try to work with someone who knows the world of celebrity, who can advise you properly on the options and who can access the people you want. With some celebrities, the big bucks may be the only way forward. Make sure the person you are working with knows the right value for the deal and can help you negotiate wisely, to get the maximum impact for your money.”
If you would like to know more about talent PR for your brand, please feel free to get in touch with the team email@example.com or drop us a line +44 (0)20 3626 0283.