To gain awareness of your company's cause or charity, picking a celebrity spokesperson can be an effective way of attracting media attention. But be smart about it. Don’t arbitrarily pick someone just because he or she is famous, says Julie Duffy, director of corporate communications for Hasbro, Inc.
“Don’t pick a celebrity just for the sake of picking a celebrity. Really try and think it through. Find someone who is passionate, someone who makes sense for the cause, and someone who has a reason for why they would be involved,” she maintains. “First of all, it’s easier to get the celebrity’s interest if it’s something he or she is personally passionate about. When Billy Ray Cyrus was talking to media during the Quantico [kick-off event for the Tonka/Toys for Tots 60th Anniversary Drive], it was so clear he cared deeply about the military and children and about giving during the holidays. He’s also a real family man. Make sure that when you pick a celebrity to be a spokesperson for your company’s cause or charity, it’s logical and not a stab in the dark that you’re going to get publicity because there’s a celebrity there.”