For over a decade, Mike has led successful, award-winning integrated campaigns for both heritage and challenger brands in the home, tech, travel, pet and publishing sectors. Since joining 360PR in 2007, Mike has developed numerous influencer-driven campaigns, from pairing Liberty Mutual Insurance with HGTV’s Chip Wade for a DIY homeowner campaign and spearheading the company’s safe driving program with NASCAR driver Clint Bowyer, to a consumer health campaign called “what’s your healthy?” for Aetna featuring The Biggest Loser host Alison Sweeney. Mike has worked with countless HGTV personalities, authors, celebrities and physicians & veterinarians-to-the-stars, from Richard Simmons to The Bachelor’s Trista Sutter. His passion for home design and DIY has also inspired work for such clients as Cree LED lighting and Honeywell portable appliances. He created the multi-year “America’s Coziest Cities” initiative for Honeywell heaters, which taps environmental experts to define what makes a home “cozy” in winter, generating targeted consumer lifestyle coverage on Good Housekeeping, This Old House, Elle Décor, House Beautiful, The Weather Channel, Accuweather and more.
Prior to joining 360PR, Mike worked at Weber Shandwick, where he was nominated for PRWeek’s Young Professional of the Year for his work on Ocean Spray’s “Bogs Across America” campaign, CVS/pharmacy, and Staples. Mike has served on the board of the Public Relations Society of America’s Boston chapter, overseeing educational programming. Mike has also spoken at the PROI Worldwide Global Summit and is the agency’s representative in the PROI Consumer Group. In his spare time, weather permitting, he can be found sailing around the Boston Harbor, Cape Cod + Islands.
How do you identify and connect celebrities with brands?
As an agency, we have a formalized, documented process for connecting brands with third-party experts, whether they be musicians, celebrities, chefs, etc. Our process begins with a mapping exercise where we examine a short-list of potential spokespersons’ spheres of influence – their visibility (e.g. Q score), social reach, skill set/expertise, credibility, their own brand / tone of voice, etc., and how well that matches the client and story, the audience the client is trying to reach and how the person augments the client’s current footprint across channels. We also conduct a comprehensive audit to determine how the spokesperson has been discussed and covered in media to ensure we stay ahead of any potential issues that could arise during the contract term. We will conduct a professional background check on spokespeople before inking a deal as well. This helps ensure less worry down the road and that our clients are protected to the fullest degree.
What should brands keep in mind when negotiating a contract?
When negotiating a contract, flexibility is key. Spokespeople and their agents often think in terms of 8-hour service days – but it is often difficult to fit all PR activity into one day, especially if it is a set date, and media often have specific needs or asks that fall outside those eight hours. TV producers and guest bookers in particular need flexibility, and celebrity spokesperson contracts should reflect how PR works. One approach is to structure an agreement based on activity versus consecutive hours—e.g. a guaranteed number of phone and email interviews, a set number of television or Facebook Live interviews that can be conducted at any point during the term. Flexibility often commands a higher price tag but will maximize your PR program’s success. Service days are ideal for media stunts and events, but are not ideal for longer-term agreements when PR needs to be “always on.”
What is one of the biggest challenges working with celebrities?
Message training spokespeople, particularly celebrities, is perhaps the most difficult aspect of engagement, aside from negotiating a contract with a prickly agent! It is important to remember that third-party spokespeople are not brand experts nor are they as well-versed in your brand as an internal spokesperson would be. I have seen clients try to spoon-feed pages of key messages unsuccessfully. My recommendation is to condense key messages to *one* thing the spokesperson *must* say in every interview for it to be a success, followed by 1-2 follow-up messages they can add to elaborate. These messages are most effective and authentic when tied to a personal story or anecdote—the personal story is established early on in the spokesperson vetting process. These top 2-3 key messages are best presented when laid out in a placemat format—and in large, bold font so it can be easily printed as a cheat sheet directly before going into a television interview or phone briefing. Brevity is key. Attention spans are typically shorter with celebrities and interview topics can go wildly off course based on current events, so it is crucial to coach the expert on “bridging” techniques so they can bring a discussion back to your brand’s story.
What does every brand need to know about FTC guidelines when engaging an influencer?
The FTC guidelines on paid spokesperson disclosure are ever-evolving – but when in doubt, it’s important to remember that transparency is key. Put yourself in the shoes of the average American, and if you’re watching a segment and it is not crystal clear that the talent is working in partnership with and paid by the brand that they are promoting, then it should and needs to be. Build this disclosure requirement into your contract so your client is protected, though it is YOUR responsibility to ensure disclosure happens. Same goes for social media – sponsored posts must have disclosure upfront so that the average user scrolling through content sees that a post is sponsored at a glance. Many blue-chip brands were recently slammed this year by the FTC for putting their disclosure, for example #Ad, below the break on Instagram posts. While they were using the correct disclosure, consumers had to click “more” to view the full copy/caption with the disclosure. That does not mean you need to put #Ad at the beginning of every post, but it should appear before the fold. And, the FTC has declared #spon is not clear enough – it should say #ad or #sponsored fully spelled out. And, celebrities who received product for free outside of a contractual agreement need to disclose they were gifted it. I could go on!
Have you ever had any random or bizarre contract asks for celebrities?
No – but my two parting pieces of advice would be: (1) Know your audiences – specifically, that your client is one of them! Don’t forget to build in guaranteed facetime for your celebrity and your client’s senior executives. The PR program might be a smashing success, but what will be remembered will be that intimate dinner, autograph or employee engagement activity you ensured your client received as part of the deal. (2) Remember when working with networks like ABC or HGTV or leagues like NASCAR or the NFL that when you enlist a celebrity, you don’t normally have the rights to mention these networks in your media materials! This can create a hurdle if your spokesperson is up-and-coming and not a household name. Make sure to clarify this contractually and that you set expectations with your client.