According to the Economist.com, Americans buy 7.5 million celebrity magazines each year. TV channels such as E!, VH1 and MTV dedicate some of their shows to cover celebrity gossip and news.
With large media attention focused on celebrities, I think it’s only natural that public relations professionals and agencies are incorporating the rich and the famous as a tool to reach their audiences.
Look-Look and Backstage Creations devote pop culture and trends as their main tactic to gain exposure for clients. Agencies automatically have a credible third party source for clients by putting products in the hands of celebrities.
Popular award shows are excellent resources for pop culture PR professionals because several celebrities are in the same place at the same time. The Oscars, Tony Awards and MTV Video Music Awards draw a large crowd of extremely popular celebrities, and award show gift basket put products in the hands of these people.
Celebrities receive some of the most popular and newest products on the market. The 2005 Tony Awardsallowed the presenters to customize their gift baskets from a $20,000 gift collection. The 2005 MTV VMA gift basket puts $16,000 worth of promotional products in the hands of the performers and presenters. Among several other items, the basket includes 23 bath and body products, four pieces of jewelry, two pairs of sunglass and free stays at hotels.
By reaching the celebrities at award shows, public relation professionals gain a wide range of exposure for their clients because Americans constantly monitor celebrity trends and fashion. If Lindsay Lohan is using a Sidekick to text message her other celebrity friends, her fans and followers will want to copy her.
We all want to be rich and famous, but we won’t. However, we can live vicariously through celebrities by copying what they wear and the technology that they use.
PR professionals can strike gold by giving celebrities new products first, especially if the paparazzi catches them wearing the new Versace sunglasses.
posted by Cheryl @ 11:18 AM
1 Comments:
Good job! Thanks for the research and numbers that we didn't get in class.
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