Public Relations, Branding & Celebrity Endorsements

Public Relations deal with companies reputation ‘with the aim of earning understanding and support and influencing opinion and behaviour [of it’s consumers]’ (CIPR 2013) Successful PR should therefore build a positive reputation and create a desirable brand image.

Branding establishes a presence and image in the consumers mind to entice consumers and to encourage brand loyalty, differentiating them from competitors. A company's brand often becomes their most valuable asset, think Coca-Cola, Mc Donalds, Nike.

PR and branding both deal with reputation and image of the company. And what better way to increase reputation than have your consumers idols use and promote your brand. - Celebrity endorsements are used widely throughout communications of brands/products.

‘The choice of celebrity and products they endorse can sometimes be a match made in money making heaven.’ (Huffington Post 2012) Celebrities must be carefully selected, as they become part of the brand image, promise and reputation. Some companies are using corresponding social network followers as a guide for choosing celebrities for campaigns. ‘The right celebrity can bring instant credibility to a brand.’ (Forbes 2013) However any bad behaviour or wrong doing by the celebrity could tarnish the reputation of a brand eg Oscar Pistorius after his murder trial was understandably dropped from Nike and Oakley deals.

A recent celebrity endorsement is David Beckham for H&M, directed by Guy Ritchie, only shows the brand at the end and relies on Beckham's constant demand and positive image.

References

Adweek., 2013. David Beckham Sprints Around in His Undies for Guy Ritchie and H&M. USA: Adweek. Available from: http://www.adweek.com/adfreak/david-beckham-sprints-around-his-undies-guy-ritchie-and-hm-147102 [Accessed 7 March 2013].

Chahal, M., 2012. Does your celebrity have the $-factor?. Marketing Week Blog. 27 September 2012. London: Marketing Week. Available from: http://www.marketingweek.co.uk/trends/does-your-celebrity-have-the-factor/4003939.article [Accessed 7 March 2013].

CIPR., 2013. What is PR?. London: CIPR. Available from: http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr [Accessed 7 March 2013].

Forbes., 2013. 3 Ways Startups Can Turn Celebrity Endorsements Into Big Gains. Forbes Blog. 8 March 2013. USA: Forbes. Available from: http://www.forbes.com/sites/theyec/2013/03/08/3-ways-startups-can-turn-celebrity-endorsements-into-big-gains/ [Accessed 8 March 2013].

Warner, D., 2012. Are Celebrity Endorsements The Reason We Only Get What We Pay For?. Huffington Post: The Blog. 23 October 2013. London: Huffington Post. Available from: http://www.huffingtonpost.co.uk/daniel-warner/are-celebrity-endorsement_b_2005644.html [Accessed 7 March 2013].