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Autumn 2008
From the Chair
New members
Sci Comm news
Eurochat
Feature: Handbags and
test tubes
Feature: Stories that matter to a changing
world
Event Report: Silly season stories
Event Report: Are press conferences old news?
Interview: Jane Gizbert, NICE
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Stempra newsletter
FEATURE: Handbags and Test tubes
So what have celebrities got to do with a medical research charity you might ask? Given I work full time as a Celebrity Manager for Breast Cancer Campaign hopefully quite a lot. Like every organisation we have a diverse range of audiences and by definition are therefore targeting a very diverse range of media.
A good story is still a good story. "Cut Price Cancer Hope" ran the Daily Mail's front page, based on research we'd funded through cell and mice trials which is now in Phase II and Phase III clinical trials. Not a celebrity in sight, but how often do any of us have a big story?
People consume media in so many different ways, not all of it is news. Look at the wealth of magazines in your local newsagent. Now look at how many have a celebrity on the cover. Watch and listen to the magazine, rather than news, programmes on TV and radio. Offer a good celebrity guest and some will be more likely to want to talk about whatever you want to plug.
Elaine Paige, a long term supporter and patron of Breast Cancer Campaign, was recently on the Paul O'Grady Show (Channel 4) and, together with talking about her career, talked knowledgably about our charity and our work. Would the show have even mentioned us without Elaine? Almost certainly not. So we reached an audience we wouldn't normal be able to access by using a celebrity.
Try to work with a celebrity who has relevance to your area. It's a sophisticated celebrity world and a personal story will increase the chance of coverage. We are luck enough to be supported by a number of celebrities (including Elaine) who have had breast cancer themselves. This sends out two messages, one that anyone can get it, and two that a diagnosis is frequently survivable. Many of our other supporters have had someone close to them who has been diagnosed be it their mother, family members or friends.
Think also about whether they will be able to articulate your messages. Some people are best kept for photo ops whilst others will be able to talk in some detail about complicated subjects. It’s all a question of casting.
Celebrities don't replace a good case study. There is still a media appetite for real life stories but for some outlets a celebrity will be preferable.
Celebrities can help with fundraising in a variety of ways, not least helping to create awareness and gain coverage of activities. But don't start thinking it's all about the mass market magazines and tabloids. Remember that the definition of celebrity is subjective. Think about who your target audience is. In terms of magazines someone who appeals to Heat is unlikely to appeal to Saga Magazine, and vice versa.
Audience is vital in many areas. If you're holding an event for potential major donors or alumni who will appeal to them? Are they more likely to turn up for, or be influenced by, a Big Brother contestant or Professor Robert Winston. Technically both could be considered 'celebrities', it’s a matter of the perspective of your audience.
In summary, like any communication project:
- identify the audience(s)
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decide on the method by which you want to reach the audience
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will a celebrity enhance this?
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if so pick someone who has an affinity to the subject and resonates with the audience
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look after the relationship and develop it – start small to gain the support of the celebrity. Build over time as they get to know your organisations work
Julian Beynon
Celebrity Development Manager, Breast Cancer Campaign
You can find out more about the work of Breast Cancer Campaign at their website: www.breastcancercampaign.org
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