Working with Celebrities: a behind-the-scenes look
August 11, 2003
By Louise Chatterton Luchuk
What do Walter Gretzky, Silken Laumann, Alex Trebek, Megan Follows
and Jann Arden have in common? Yes, they are all Canadian, but that's
not all. These Canadian celebrities actively support charitable causes in
various ways. How did these relationships form between nonprofit organization
and celebrity? Three nonprofit organizations give us a backstage look at researching,
developing, and maintaining relationships with famous Canadians who believe
in their cause.
Target analysis
What is the best way to communicate the signs and symptoms of stroke and the
message to get to the hospital as quickly as possible? That was the strategic
question for Frank Rubini, senior associate manager of government and
external relations at the Heart and Stroke Foundation of Canada.
As part of the foundation's public awareness campaign, Rubini needed someone
who was recognized and trusted and could put a face to their campaign. Enter
Walter Gretzky, father of Wayne Gretzy.
Walter Gretzky had a stroke in 1991 and Rubini started researching his story.
During the research phase he spoke with Walter Gretzky's wife, the doctor who
treated him, and finally with Walter himself. Rubini suggested meeting over
lunch and told Walter, "if we have a good match, well, that's great. If not,
it will just have been great to meet you." Rubini chuckles as he recalls Walter's
choice of restaurant - the Swiss Chalet down the street from where he lives.
The official campaign lasted for 48 weeks but Walter continues to lend his name
and face to the Heart and Stroke Foundation's initiatives. He fulfills many
autograph requests and, thanks to the idea of one of his children, he now signs
a photo of himself that includes on the reverse the signs and symptoms of stroke.
There is also a Maclean's magazine best-seller book and two cross-country
book tours. The book grew out of the stories that Walter had shared during breaks
in campaign events - behind-the-scenes stories of the Gretzky family during
the time of his rehabilitation. Rubini thought these stories deserved to be
written up in a book as an inspiration to stroke survivors and their families.
Like father, like son
Wayne Gretzky also lends his name and support to nonprofit causes. One organization
he works with is Right to Play, an
athlete-driven nonprofit that is supported by a wide network of Olympic and
professional athletes. It brings sport and play to the lives of children affected
by war, poverty, disease, and illness. Right To Play was originally created
as the legacy project of the Lillehammer Olympic Organizing Committee and recently
changed its name from Olympic Aid. The organization's international office is
housed in Canada.
Earlier this year Wayne Gretzky and Silken Laumann announced the formation of
Team Canada, a group of Canadian athlete ambassadors who will work to encourage
corporations and foundations to sponsor new Right to Play child and community
development projects. Athlete Ambassadors support Right To Play in many ways
such as participating in official events and activities, providing their name,
picture and biography for Right to Play use, donating authentic sports memorabilia
for auctions, placing the Right to Play logo on their jerseys or competition
suits, and by joining speaking engagements.
But how to attract such high-calibre athletes to your cause?
Martha Murray, manager of communications for Right to Play, explains.
"We do our research on well-known, well-respected athletes and also follow-up
on the recommendations of our current athletes. It is mainly through word of
mouth from other athlete ambassadors and through athlete agencies and National
Olympic Committees that we find potential athletes to contact." The athletes
are then contacted either directly or through their agent (depending on the
profile of the athlete). An athlete orientation package is sent that includes
testimonials about why other athletes chose Right to Play as their charity of
choice. "Peer to peer is our best tool," says Murray. Athletes sign an Athlete
Disclaimer when they agree to become an ambassador and the athlete relations
officer keeps the athlete ambassadors updated about Right to Play initiatives.
Mike Bowman, World Vision Canada's
marketing manager of artist associates and talent, also keeps his eye on media
reports for ideas of celebrities to approach. World Vision Canada is connected
to homegrown and well-known musicians and other celebrities including Sarah
McLachlan, Jann Arden, the Barenaked Ladies, Paul Brandt, Tom Cochrane, Megan
Follows, and Alex Trebek. "Perseverance pays off," Bowman testifies. "We've
been turned down and then, later, the celebrity has said 'yes.' Sometimes it's
just that timing is not right - especially when we are arranging for overseas
visits. It can take from four months to two years to finalize the details."
The importance of the initial stages
Bowman emphasizes how important the initial stages are in developing a partnership
with a celebrity. It is imperative to have thoroughly researched the celebrity
and, for Bowman, part of that is discovering if they will be up for the conditions
and travel in the developing world. Bowman sites Alex Trebek as a great example.
"He's tough as nails and we can take him anywhere!"
There is also important information to cover with the celebrity. It begins with
an orientation to World Vision Canada and answering questions about what a faith-based
NGO is, how money is distributed and the origins of the organization. World
Vision makes sure that the celebrity spokesperson has a thorough knowledge of
whom they are representing to the public. Then there are the questions dealing
with overseas travel. Bowman ensures that the celebrity has all the necessary
information because "you want to build a comfort threshold so they can trust
you." Finally, the celebrity signs a memorandum of understanding and a "no negotiation
clause".
Bowman admits that the "no negotiation clause" is one detail that throws people,
"but if they are kidnapped while travelling overseas, we have a signed agreement
that World Vision Canada will not negotiate for their release. We will not put
a price on their head." Although World Vision Canada does not send celebrities
to dangerous places, it is a precaution that is taken when sending celebrities
overseas.
Risk management
What can be done to ensure that if a celebrity generates negative PR it doesn't
become the organization's negative PR, too? This is a situation that neither
Rubini, Murray, nor Bowman have ever dealt with but their advice is all the
same - do extensive initial research. Bowman warns, "it's all about making wise
choices from the start." World Vision Canada developed a protocol for handling
negative situations, but it's a protocol that they, fortunately, have never
had to invoke. It involves taking inventory of where the celebrity has visibility
attached to World Vision Canada and provides direction about what level of management
to involve, and what steps to take.
Why do the extensive research and the ongoing work to maintain relationships
with celebrities? Rubini summarizes, "Involving a spokesperson that is known
to people has extensive benefits. People like to meet celebrities and they often
feel connected to them already through television exposure." A familiar face
- along with the mystique of celebrity status - has helped Murray, Rubini and
Bowman's organizations disseminate important public awareness information, raise
the profile of causes, and garner financial support.
Louise Chatterton Luchuk is a freelance writer and consultant who combines
her love of writing with experience at the local, provincial and national levels
of volunteer-involving organizations. For more information, visit www.luchuk.com.
