Celebrities can be used as a promotional tactic in public relations (PR). “Celebrity promotion is an industry deploying considerable resources and generating widespread coverage across multimedia and promotional texts” (Davis 2013). Celebrities can relate to promotional needs when organizations hire celebrities for endorsements. The celebrity is given free products to wear in their film, sporting event, on the red carpet, or even just in social media posts. The celebrity agrees to a contract and appear in advertisements of the product (Davis 2013). “Voluntarily, they offer their images in support of interest group campaigns” (Sireau 2009).
These images of celebrities promote organizations and reinforce celebrity images over multiple outlets. “Celebrity promotion is no longer accidental or dependent on charismatic, able individuals. It is a promotional industry itself” (Davis 2013).
“In this day and age, the success of an event goes hand in hand with good publicity. However, most people still think of PR as a press release or air time on electronic media. Public Relations has so much more scope and one of the areas we want people to look at is Celebrity PR. This is one reason why we are partnering with events such as this to promote this aspect. The other reason is that we want to be involved with the younger generation because as an organization that believes in the youth, we want to be an integral part of their lives” (Daily News 2016).
Although celebrities can be used as a tactic within PR, celebrities also need PR themselves. Many strategies within public relations are able to help celebrities when it comes to their overall image.
Public relations help celebrities mainly when it comes to crisis communication. Something minor such as a negative comment ranging to intense actions that require jail time. “The PR rep has to know how to respond to media inquiries and calm down the public, while also coming up with strategies to get the celebrity positive media coverage that overshadows the bad” (Dwilson 2017). Other than crisis communication, celebrities need public relations professionals to organize appearances for them. The goal of appearances will be to create positive images for the celebrity such as scheduling interviews, red carpet appearances, movie premieres, anything to get their name and face out there. “The PR representative should be constantly working new angles and making new contacts who can help get the celebrity’s name attached to worthwhile causes and special events” (Dwilson 2017). Another job for the PR professional is to watch the internet. They need to be on the lookout for inaccurate quotes from the celebrity or pictures used without copyright and even removing false headlines (Dwilson 2017). Lastly, PR aids the celebrity with social media. Celebrities multiple social media accounts would be in the hands of the PR professional. “The PR representative may be in charge of making tweets for the celebrity, handling sponsored tweets that can pay thousands of dollars or even more and posting appropriate photos on Facebook. The representative might even post funny videos on YouTube that can go viral and bring in extra publicity for the client” (Dwilson 2017).
Celebrities can be used to as a tactic of PR to promote companies and/or products with endorsements, but the favor is returned when celebrities need publicists. Celebrities can help out with promotion, but celebrities need public relations professionals themselves. The PR professional can help make them look good in the eye of the public and be there to pick up the pieces when something goes wrong in the headlines. There are many ways to put the image back together such as appearances and interviews to clear the air, social media to bring up other positive things the celebrity is up to such as helping the environment or something else beneficial to the world. Social media can also hope for that funny video to go viral (Dwilson 2017).
Daily News (2016). Promoting Celebrity PR. Infotrac Newsstand. Colombo, Sri Lanka. SyndiGate Media Inc.
Davis, A. (2013). Promotional Cultures: The rise and spread of advertising, public relations, marketing and branding. Pages (116-126). Malden, MA. Polity Press.
Dwilson, S. D., (2017). What Does a Celebrity’s Public Relations Representative Do? Chron. New York, NY. Hearst Newspapers, LLC.
Sireau (2009) as cited in (Davis 2013).