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-- celebrity endorsements every day on the TV the web on the radio.
George Foreman Paula dean Suzie -- just a few of the many celebrities in the public -- when -- their own products -- -- electric grills to prepaid debit cards.
But -- the consumer who do you trust joining me now Mike Paul president and senior counselor -- in PG & Associates PR.
The public relations and reputation management firm representing big banks airlines and some very big name celebrities -- thanks for coming on the show going to be here.
-- -- get right to it.
What do you tell your celebrity clients about endorsing -- -- first of all you have to make sure that whatever you're endorsing is within the core of your brand.
So take Suzie Orman for example one of the things she's known for is really breaking down the small print.
Telling the average consumer this is how our product.
Works in this how accord like this would work and then you endorse a -- yourself and you say go to a website.
Or you endorse -- yourself and you know that there are hidden fees that really aren't.
Something that's easy to explains especially people who have bad credit.
I don't think that's a Smart thing to do.
And I think she needs someone to be on her team to say you know what the best way to handle product like there's.
-- to make sure that you get out in front of it and explain it piece by piece to the year consumer.
I -- about a couple other celebrities here polity in in this diabetes -- -- this kind of came out of nowhere.
All of sudden she was endorsing a diabetes to win even though she had diabetes -- all of -- she was doing this what you make of that.
And that's the problem you know to wait three years you certainly have the right to wait three years but when you do and then you endorse a product.
It certainly doesn't pass the smell -- that looks as though it's all about the money.
And you really not taking the time again to really explain it to the audience that is made you that money.
As to why it is that you waited this long.
What is diabetes -- people out there don't even know what it is our you're not talking about how much money -- -- you're getting -- also -- talking about what's.
You know how much I -- now she's getting.
And it and it's -- trouble.
Right you know we were talking in the break about Dr.
-- he got behind some diet supplements and and had to wind it all back you follow that very closely tell me what you made -- it.
Well I was -- and -- -- at the time talking about it and one of the things that Oprah did was gave him advice look I've had -- -- companies come after me like crazy.
Don't do it that's my advice I'm not gonna tell you that to work for me that you can't do it.
And he decided to -- -- -- -- and then she came back and said I told you so.
And we roll over the new I don't know -- ever -- -- why didn't work for well first of all he knows that many of these bills don't work.
It's specific to show a -- number one number two he's leaning on legal advice more so than reputation and branding -- us and when -- -- business.
You really have to make sure that you understand both courts the court of public opinion and the court of -- You George Foreman is one of the few people I know who's done a great job of backing a brand.
I don't know if it was his core brand but it worked and people like the product and it and it and it really had an incredible impact.
But one of the things that happened when he first came out this product is is that.
I don't really know how works you don't and a -- somewhere explanatory I just like food this thing really could well -- tried it myself at home and that's why I think the -- going to be great for you.
Having a layman like approach and being humble in your delivery is very important also make sure that -- transparent.
If you're transparent -- -- -- the worry about accountable and the reason why these celebrities that have endorsed these products that are in trouble today.
Are in trouble is because they haven't been transparent and.
Right well -- it back to -- for a minute.
Because I guess the last thing you'd want to see one of your clients -- somebody like me criticizing them on -- In criticizing pretty Vista firstly.
But what I thought as the conflict is here's somebody who's promised to always tell me that -- story on its products right.
To give -- guidance on financial products and now she's competing with the very products that she supposed to be reviewing.
Making sure that -- -- line with your brand making sure that you're thinking from the perspective.
Of the affinity branding that -- associated with.
All the people that love me for this message also going to like this message I don't think she thought that out well.
And if -- were on her team -- wouldn't.
It definitely prepping her before she ever signed an agreement with worst case scenario questions.
If someone comes to you and says.
You're selling out what is your response gonna be of that.
What are the fees with a product like this.
Is -- the type of product and the type of market that you wanna be associated with -- some people saying it's the wrong market the wrong demographic.
I agree with that.
The question for you because you see both sides of this year advising the celebrities you see what happens in the market place.
Do you think consumers arcana chock -- block full of these products are they getting to a point where they think not another when they celebrities.
Well I specialize in reputation management and I've worked with some of the largest corporations are also work whatsoever sort I do know both sides of the quarter.
You know it's really important to -- transparency.
Humility in decision making.
Truth in decision making it sounds so basic and I was telling one of the produces earlier today you know.
To have a key differentiator be just doing the right thing that's going -- the due today because there's so many people do what the.
I hope this standard is hello my friends that's really what everybody it's good but that's what's happening.
Pleasure having you on the show really charity got to come back -- -- to be -- here.
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