The Tiger Woods saga aside, these days celebrity spokespersons are considered a winning option, and are getting more popular among brands and organizations. “We’re seeing more and more interest in spokespersons with our clients,” says Courtney Leddy, director of client services for Ketchum’s Sports & Entertainment division. Leddy says even the third-party endorsers, which are usually the more economical choice, are being eschewed by companies as they come to the realization that the right celebrity can drive better awareness. Taking into account the current interest in and scrutiny of celebrities and their ties to brands, PR News looked into what is involved in securing the right spokesperson for an organization. First rule: If an organization is interested in tapping the popularity of a celebrity spokesperson, don’t go about it lightly, says Leddy, adding that the excitement and anticipation of working with a well-known personality sometimes clouds the reality.
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