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5 Things to consider when gifting a celebrity

If you are working in consumer/lifestyle PR, then you will probably be familiar with the process of gifting a celebrity or a very influential person with a high popularity score.

Gifting can be a great PR technique if done correctly and each party sticks to their plan. When a celebrity with 2.5 million followers on twitter is spotted wearing, carrying or pushing one of your products on a well-known news site such as the Daily Mail, expect a positive response. However things don’t always run smoothly and there can be complications with this activity. I have personally experienced situations where celebrities (without naming and shaming) have taken products for free and have either gone against the whole agreement or bent the rules to their advantage.

Here are a few things to think about before gifting:

If a celebrity has an agent and you are going via them, ensure you check that the ‘gifting process’ includes social media promotion like tweets and Facebook links. A lot of celebrities are charging for this service as it is now seen as ‘added endorsement for the brand.’

When sending clothing, accessories or shoes, make sure you check the sizing is correct and that is definitely a suitable match for the targeted receiver. There is always a risk that they may dislike the product or it is a bad fit.

If you are sending products out ‘In House’ then do make sure they are packaged nicely and a personalised messages is placed on a compliment card within the parcel. First impressions count and stick in the mind.

Be aware that if any images appear in the press and you wish to re use them, you will need to pay copyright fees and seek permission from the photographer directly. If images are picked up by magazines and newspapers from your blog or twitter feed, additional charges could apply to them individually.

Never start a twitter war with the celebrity you have gifted. This can look very unprofessional and will only turn them against you, resulting in negative vibes and more than likely, sour comments about your brand.


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4 Comments

  1. October 23, 2012 at 3:20 pm · Reply

    One other thing I’d add is that if the gift ties in with a particular occasion – like the birth of a child, winning a gold medal or even competing on Strictly – then be prompt. May sure your gift gets to them in appropriate time.

    • Jessica
      October 23, 2012 at 6:59 pm · Reply

      Hi Sarah

      Thank-you for this additional point. Tailoring gifts in this way can be most beneficial

  2. Sofia
    February 4, 2013 at 10:15 pm · Reply

    I’m confused. Why would the brand have to pay copyright fees? You mean if they want to buy / re-use the images?

    • Jessica
      February 5, 2013 at 9:27 am · Reply

      Hi Sofia- yes if the images are re used for marketing purposes like e-shots, window displays or even blog material.

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