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If
there’s one thing that draws reporters faster than a free lunch,
it’s a celebrity interview. But,
given the recent media criticism of celebrity spokespeople, it’s
critically important they be knowledgeable and credible. Careful hiring is essential, and so is media training.
Below,
some tips on both hiring and training celebrities from a famous
comedian, his PR person and his coach.
A couple of
years ago, comedian Tim Conway was rushed to the hospital with a
bleeding ulcer. Doctors later told him he was lucky to be alive – and,
that the baby aspirin Tim was taking to ward off heart disease may have
triggered the ulcer.
Recently
Tim agreed to talk about his close call to promote a campaign warning
about the dangers of aspirin and other non-steroidal anti-inflammatory
drugs (NSAIDs) for the American Gastroenterological Association (AGA.)
Tim had
never done a healthcare campaign before, but as a 50-year showbiz
veteran, he was surprised to learn that preparation for this job
included 3D media training.
“I’ve
been on TV thousands of times, done countless live shows and promoted
everything from potato chips to police.” says Tim Conway, “But I
thought, why not do media training? I could probably learn something.”
Tim
walked into the training with 3D Partner Penny Daniels with an open mind
and no idea what to expect.
Tim says he learned that being a celebrity
spokesperson for a healthcare product or campaign is different. It’s a balancing act between communicating the client’s
message and delivering what the audience has come to expect from you as
a performer.
One minute I’m cracking
jokes about Carol Burnett and Harvey Korman, and the next minute I’m
talking about ulcers and ibuprofin.
Talk about a tough segue!” said Tim. “Penny taught me how to
“bridge” from one to the other without sounding like a shill or a
guy in need of a hearing aid.”
But,
Tim points out, many celebrity spokespeople are not as open to being
coached as he was
“Since
most celebrities are professional performers, the idea they’d have to
be ‘media trained’ or ‘taught’ to perform is very offensive,”
says Tim. “They go into the training ready for a battle.”
“Media
and speaker training celebrity spokespeople is much more collaborative
and less agenda-driven than coaching executives,” Penny explains.
“You have to gain their respect, input and cooperation upfront. It’s
very tricky.”
REDUCE
account supervisor Erin Ortiz, of Manning Salvage & Lee, said she
has watched celebrity coaching sessions go up in smoke.
“I’ve seen
media trainers totally blow it by talking about how to sit or stand and
other things the celebrity could do in their sleep,” said
Erin. “Like anyone else, celebrities don’t want to waste their
time.” But,
said celebrity spokespeople do need
coaching. “What they’re being
asked to do is different from what they’re used to doing and more
difficult than it seems,” said Erin “They have to respond to questions about everything from their
latest project to their love life, “bridge” to their personal
medical situation and from there to the client’s message. Nobody can do that without coaching.”
Recent
media stories questioning the practice of hiring celebrities to promote
healthcare products and issues have made the job even more difficult for
celebrity spokespeople.
“Anyone
would be sensitive to that kind of criticism, and celebrities are no
different,” said Penny. “My
job is to help them get beyond their discomfort and deal with the job at
hand.At the end of the day,
you’re trying to help them look good, and I find they appreciate
that."
Tim’s efforts for the
REDUCE campaign were incredibly successful: 47 broadcast, print and
online placements reaching more than 22 million people in 12 of the
nation’s top 25 market.
“Thanks
to Penny, Tim was comfortable telling the story of his medical problem
in a way that included both AGA's campaign messages and the humor that
makes him a great comedian, and he educated a lot of people about the
dangers of NSAID’s in the process,” said Jessica Willocks, AGA’s Communications Director. “The media training was a
fantastic learning experience,” says Tim. “It’s one I will carry
on with me to other experiences as well.”
For more information on
AGA’s campaign on the possible dangers of NSAIDs, go to
www.2REDUCE.org
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