Get the right person for your cause

Hopefully your organisation already has a link with a celebrity – someone whose personal circumstances or professional work has given them some experience of your issue. If not, the first step is to do your research and find out if there are high profile figures who might have an interest in what you do.

Think about whether they are a good fit with your organisation. Are they appropriate for your political, ethical or moral position? Above all, you want a celebrity ambassador who is genuinely enthusiastic, and willing and able to talk confidently on your behalf.

Think about who is current and relevant

The celebrity you choose needs to relate to your target audience and the media they consume. Newspapers and magazines will have little interest in a celebrity from years ago who their readership won’t recognise. Try to find someone who has a current TV show or book, or who has enjoyed a high profile very recently and is active on social media.

Use a contact agency

Contacting well-known figures can be challenging and time-consuming. The internet can only tell you so much and it may be cost-effective to subscribe to a database of agent contacts. If celebrities are happy to support your cause they may do so for free. Booking agents will look for a fee for their time and their client’s.

Be clear about your expectations

Celebrities are more likely to agree to lend their support when it is clear what’s expected of them. Although this may change as your campaign progresses, it makes for a better relationship to set out from the beginning whether you just need a quote and a photograph, or whether you’d like them to become the face of your campaign and be available for a range of interviews, events and social media actions.

Designate a member of your team as the key contact so your celebrities and their agents have someone they can get to know, and so they don’t feel passed from pillar to post. Make them feel welcome and valued.