Celebrity Philanthropy and Public Relations

Is celeb philanthropy more about the charity or their public relations? No doubt about it, no matter the reason any type of public service is good, but it seems to me that every time I watch or read the news some celebrity is shown visiting people overseas in a poor economic country or are donating a large sum to a social cause. This has caused me to start question their intentions. Would these celebrities still do the same thing if the cameras were turned off or if their name was not posted on the front page of every pop culture media outlet? Regardless, this PR approach works. Every time a celeb is shown helping a noble cause, it really helps their public image.

Philanthropy public relations began with Ivy Lee when he created this new image building approach for John D. Rockefeller. Rockefeller had a long reputation of being a wealthy robber baron, because he came across as a ruthless, profit-driven businessman who's actions were harsh and uncaring. Instead of writing a series of press releases and public statements, Lee thought that it would help his image more if Rockefeller made some company changes. Lee began advertising Rockefeller on the public relations advantages of a broad range of business decisions and management policy that included mechanisms to redress workers' grievances, the selection of new plant sites, setting employee wages and working conditions, and negotiating contracts with suppliers and vendors. In many ways this interactive, image transformation process wasn't complete until 70 years later. Whatever you call this approach, it completely changed Rockefeller's public image from a cruel autocrat to a warm paternalistic employer and incredibly generous philanthropist.

Of course there are many good things that come with a celebs support such as more awareness of a certain organization, foundation or cause and of course usually money follows. Further, it is always nice when someone well-known sets an example; it encourages onlookers to do the same.

On the other hand, not always are causes or programs thrilled to join forces with a celebrity. It can cause a lot of organizational frustration. Issues that can arise are: sometimes the celebrity wants to dictate what their money must be used for, your organization's image is tarnished if theirs is, sometimes their support suggests the cause/organization has a lot of financial support and it's not true and lastly, sometimes an organization does not want a lot of fanfare for their work and the celebrity does. If you are in public relations and advising this type of work to a client be careful of these problematic items.

I'm not saying I think celebrity gifts are wrong or suggesting that celebrities stop their generous deeds. I think that it's great if they are willing to stand up for a noble cause and give their time or money. I just think it's wrong if they are only showing up to show support an event in hopes of stealing the spotlight. (Even from a PR standpoint.) What I really am asking is for my readers to think a little harder the next time they hear or see a celeb trying to make social change either through: a donation, financial gift or by showing support by appearing at an organization's fundraising gala. What are the celeb's intentions and if you believe in a cause or organization, research it yourself, see what's going on with it and support it yourself if you can.

Some of the largest celebrity givers of 2009:

• Paul Newman
• Oprah Winfrey
• Angelina Jolie and Brad Pitt
• Will Smith and Jada Pinkett-Smith
• Leonardo DiCaprio
• Drew Barrymore
• Laurie and Larry David

Check out some of the websites covering celebrity giving:

• http://www.looktothestars.org/
• http://www.celebritiesforcharity.org/