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October 24, 2006
Celebrity Sightings
by MaryEllen O'Donohue
Several years ago, a negative perception among media emerged when it came to using celebrities as the face of disease awareness campaigns. Whether celebs were overexposed or heralded a product or treatment for a condition that they, in some cases, knew little about, national broadcast producers and print reporters grew skeptical about their authenticity as true spokespeople. In some cases, a celebrity's relationship to the condition extended itself via an extended family member, which raised additional red flags in the newsroom.
Interestingly enough, as we've moved further away from this controversy, producers' and reporters' viewpoints have altered based on their current needs to meet executive producer's expectations to achieve high ratings. Attitudes towards booking celebrity talent have softened to allow for the occasional "Grade A" celebrity interview--that is, an opportunity for the spokesperson to share their personal experience with viewers about a disease or campaign they feel strongly and passionately about. Celebrity reporters enjoy interviewing spokespeople who are great storytellers and are involved in noteworthy causes such as World AIDS, World Hunger, Preserving the Environment. What helps a disease or product pitch is information about the professional activities the celebrity can bring to the party. Ultimately, what makes for an effective celebrity interview is whether the reader or viewer can walk away from the interview feeling enlightened or admitting that they've learned something new.
With that said, keep those celebrity interviews coming. Of course, keep an open mind about who you use and do your research thoroughly to ensure the authenticity of your celebrity's story. If the talent seems sincere to you, then it is likely that he/she will impact the viewing audience similarly.
Posted by maryellen_o'donohue at October 24, 2006 04:38 PM
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