What are the pros and cons of using celebrities in my campaign?
You should think very long and hard about the decision to use a celebrity, but perhaps more importantly, who that person will be. The public typically reacts very favorably to celebrity spokespersons, and they undoubtedly will generate a fair amount of publicity opportunities for your cause or issue. However, there are definite downsides as well. When using celebrities in PSAs, many people remember the celebrity, and forget the message. Also, if the celebrity is currently airing on a particular TV network show, competing networks, and their affiliates will normally not use the PSAs, for obvious reasons. Using a celebrity spokesperson can have ethical or moral negatives. For example, how would you like to have spent your valuable production resources on a TV PSA featuring Robert Downey, Jr. just before he was arrested for drug abuse? How would you feel about Kobe Bryant as your spokesperson given his legal problems? Most experts agree that if you are going to use a celebrity, that perso
