Choosing celebs that align with your brand

This week the team at Gravitas has been busy opening new-look pharmacies for LloydsPharmacy, drawing the crowds in to watch loyal customers cut the ribbon.

One of those ribbon-cutters was none other than Sir Bruce Forsyth, who entertained the crowd and posed for photos, which the media welcomed with open arms.

Making the most of celebrity contacts can give your PR campaign a boost and is the topic of this week’s PR tip. Having a celebrity on board can help get your message across and make people stand up and pay attention.

But beware, there are a few things to bear in mind:

Don’t use any ol’ celebrity. If Brucie opened a women’s clothing store, it may not have the same impact as him opening a pharmacy. There needs to be a link between the celebrity and the brand or your audience will think you’ve chosen the celebrity out of a lucky dip.

Make your key messages clear. If you want a celebrity to be the face of your campaign, they have to know the messages they’re putting across. If you want them pushing people to a website, ask them to tweet about it or write a guest blog reviewing your product or service.

Involving celebrities in a campaign can work if the strategy is right…and you could win a Brucie Bonus!