The Publicity Club of New England

Janey Bishoff Offers her Top 10 Tips for Working with Celebrities

Janey Bishoff, CEO of Bishoff Communications, was a panelist at The Publicity Club of New England’s program "From A List to D List: Tips for Working with Celebrities and Athletes for PR Campaigns" at the PUMA Brand Center on May 13. 

Janey was joined by other PR experts including John Dukakis, Senior Vice President and Director of Branded Entertainment at Hill Holliday; Mark Malinowski, Vice President at Cone Inc.; and Christine DiCarlo, President of Front Row Associates.  The panel was moderated by Kristina Fields, Director of Marketing Communications for PUMA.

The panelists shared their experiences, best practices, pitfalls and tips on recruiting and working with celebrities for PR campaigns and events.  Attendees also learned how to identify the right spokesperson for a brand, negotiate contracts and ensure celebrities stay on message.

Janey’s Top 10 Tips for working with celebrities for PR campaigns:

  1. Do your homework!  Research, research, research!   Who will be the best spokesperson/performer to represent your brand or charity.

  2. Don’t make assumptions – an onscreen persona may not be the off-screen personality.  Try to get a true sense of the person before you book him or her.

  3. Befriend the gatekeepers (agent, personal assistant(s), publicist).  Often their role on the ground is to restrict access.  You need to get them on your side quickly in order to have access to the celebrity.

  4. The devil’s in the details….and in anything that isn’t in writing!  When preparing for an event, present a minute-by- minute account so that everyone will understand and agree on what is happening.

  5. Prepare to prepare!  Remember to prep the celebrity (often in little available time), prep the client (manage expectations/access) and prep the Media (establish ground rules). 

  6. Don’t get starry eyed.  Remember you are using the celebrity as a tool to deliver a message or represent a brand.

  7. Expect the unexpected!  Plan for A, B & C, and the Worst Case Scenario.

  8. Be respectful even if the celebrity or their team members are not.  Your professional reputation is important.

  9. Go with the flow and be as flexible as possible.

  10. Capture the memories and the positives.  Take photos and savor the moment.