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Rita TateelHow to book celebrities for special event appearances, making a paid celebrity endorsement authentic and the impact of social media on the culture of celebrity with Rita Tateel,  president of The Celebrity Source at the 2009 PRSA International Conference. 
 
00:54 – Past projects with The Celebrity Source include securing High School Musical star Ashley Tisdale for the Girls Day San Diego and Hayden Pannettiere for GenCon Indianapolis, two special events.
 
01:41 –Achieving measurable business objectives through celebrity appearances and the most commonly asked questions public relations practitioners have when they are investigating the possibility of booking a celebrity for a special event or product launch.
 
02:01 – Choosing celebrities based on a target audience and why a one-size fits all strategy never works.
 
02:56 – Matching celebrities to campaigns based on key messages, so the endorsement is authentic.
 
03:38 – Celebrities may be a great way to get people’s attention, but can they ever be more influential than one’s online social network?
 
04:40 – How the clothing line Von Dutch was able
 to launch based on a few well placed celebrities who were seen wearing those baseball caps and t-shirts, scoring influential brand recognition. 
 
05:35 – Can celebrities influence more than just style-related brands?  Do people trust celebrities when it comes to considered purchases, likes health care, financial services or politics?
 
07:35 – How the world of celebrity endorsements has changed in the age of social media and transparency.
 
8:12 – Joe Jaffe’s prediction that Twitter is a bubble waiting to burst, the Edelman Trust Barometer [PDF] ranking on the influence of celebrities and whether or not the emergence of micro-celebrities who find fame with a smaller audience online will change the way we regard pop culture celebrities.
 
09:50 – How Twitter is enabling pop culture celebrities to directly engage their fans, build a more passionate fan base and establish greater influence than disengaged celebrities.
 
10:36 – Does the fact that a celebrity is paid for an endorsement automatically cancel out their credibility?
 
11:24 – Using celebrity endorsements for corporate cause-related marketing initiatives.
 
12:43 – Does Twitter and social media make it more difficult to keep a celebrity on message?
 
13:23 – How to effectively brief a celebrity on your key messages prior to a special event appearance.
 
14:01 – At what point do you monitor social media before, during or after a celebrity appearance?
 
15:23 – How to maximize the impact of a celebrity appearance and the most common mistakes organizations make when book a celebrity for public relations event.
 
17:29 -- End
 
 
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Eric Schwartzman (@ericschwartzman) is an independent new media and social media communications consultant, the creator of the top-rated New Media and Social Media Boot Camp, which has been attended by more than a thousand public relations and marketing executives from the private, public, government and nonprofit sectors. In addition to advising clients on best practices for online newsroom design, deployment and management, Schwartzman offers a portfolio of social media training courses to accelerate the acquisition of social media communication skills, as well as social media strategy and campaign support.  Schwartzman is also the founder of online newsroom software as a service provider iPressroom.
 
On the Record…Online is the Official PR Podcast of the 2009 PRSA International Conference. 
 
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