Celebrity Personal Assistants Network

Regarding celebrity endorsement success, The Celebrity Source asks: Have you ever wondered about the behind-the-scenes engine of celebrity lives and who makes things happen?

Before you book a celebrity or celebrity influencer it would be good to understand the other people you will likely be interacting with. We recently had an opportunity to interview Brian Daniel, a former personal assistant to Hollywood A-list, American aristocracy, Forbes list families, and royalty. As founder of Celebrity Personal Assistants Network, he is now an elite recruiter for high-net-worth families and celebrities, placing assistants and estate managers in the stars’ homes.

Why is confidentiality so important when dealing with celebrities and celebrities’ branding?

Everyone likes his or her privacy, celebrities included. Confidentiality is so important when working with celebrities, because of the sensitive nature of celebrity endorsement interactions with their teams of Lawyers, doctors, publicity agents, agencies, management teams, personal trainers, significant others, etc.

When working with a celebrity as a personal assistant, you will be privy to privileged information. You will learn their deepest, darkest secrets – both personal and professional. Because of that, most celebrities have their assistants sign confidentiality contracts (a.k.a. NDAs: Non-disclosure agreements). The personal assistant must keep a low profile and be very discreet about their dealings with the VIP with whom they work.

What type of requests do celebrity speakers, celebrity spokespersons, and celebrity brand ambassadors (and their assistants) like least?

At a celebrity appearance, one of the biggest challenges that celebrities face is dealing with the public. Most celebrities like their fans, but sometimes they need their space. One of the toughest things that a celebrity PA deals with is when fans want selfies or autographs at inappropriate times.

There is a time and a place to ask for an autograph, but it’s not right in the middle of dinner at a restaurant. Timing everything perfectly when the celebrity is just leaving and waiting for the valet to pull their car up to the front door would be a better time to ask for a selfie. Sometimes the assistants have to “deflect” the public, who are asking for an autograph at the wrong time. In other words, the personal assistant has to be “the bad guy.”

What is the most challenging thing about working with CEOs and executives who want to hire a celebrity, and the actual celebrities themselves?

Having what we call “thick skin” is very important when being a personal assistant to a celebrity. PAs are constantly working long hours, juggling projects, and meeting break-neck deadlines. It is not for someone faint of heart. Just know that when you work for a celebrity, you’re always going to be “on,” even when you’re “off.” It’s a 24/7 job, and getting calls late at night and on weekends is the standard operating procedure in this line of work.

What skills and qualities do celebrities need & want most from their assistants?

Reliance. Celebrity assistants are constantly faced with tasks that require “out of the box” problem-solving skills. You will be tasked with very important duties, often with short notice and limited resources. It requires a lot of creativity and being able to come up with unconventional solutions to unconventional problems. In short, having a “can do,” no excuses attitude is immensely important in this profession.

One amazing skill that celebrity assistants need is to be tactful. Sometimes celebrities can be impulsive, and you must find creative ways to get the celebrity what they need because assistants aren’t supposed to tell their boss the word “no.” So, for example, suppose that a celebrity tells you at 7:00 pm on a Friday that they want to go to the hottest restaurant in town, and that restaurant is booked-up solid for a month.

The personal assistant needs to get into their car, drive down to the place, and speak with the general manager to work some magic. It will require a great deal of juggling for the GM to shuffle the schedule around to fit the celebrity in. It requires great business savvy not only to get the table at the last minute but to get a good table (one that’s not next to the kitchen, for example).

Celebrity Personal Assistants Network

Special thanks to former personal assistant to the Hollywood A-list, American aristocracy, Forbes list families, and royalty to elite PA recruiter, and the founder of the Celebrity Personal Assistants Network (findcelebrityjobs.com/about), Brian Daniel took time out to talk the TheCelebritySource.com. Brian’s work with high-net-worth families and celebrities; mainly placing assistants and estate managers in celebrity homes, made him just the expert we were looking to interview.
– Thanks Brian

5 THINGS TO KNOW BEFORE YOU HIRE A CELEBRITY

Most people will agree that celebrities bring visibility, influence, credibility, attract more media attention, eyeballs and clicks than most other PR/marketing/advertising strategies. But before you dive into the celebrity pool and hire a celebrity, there are 5 things you need to know first.

Know your audience

If you are looking to hire a celebrity to do a social media campaign, you should likely aim for a celebrity who appeals to a younger demographic and who has a large social media following themselves. For example, for our client Toyota Motorsports – at one Toyota Grand Prix of Long Beach Pro/Celebrity Race, a Twitter chat was scheduled the day before the race among the participants so that they could talk to their fans about their race experience. Thanks to our Twitter-active celeb participants (who skewed younger than our non-Twitter active celebs), #TGPLB (Toyota Grand Prix Long Beach) became a worldwide trending topic during the hour-long session. It helped give their fans an inside look at the ins and outs of auto racing and gave Toyota amazing exposure as the title sponsor of the race. It also boosted interest for the celeb fans to attend the Grand Prix and see their favorite celebrities compete for the winning title.

Be aware that your celebrity may be associated with your brand for a long time

With any spokesperson, when you hire a celebrity, you must be aware that your brand may be associated with that person for a long time, even past when your contract ends. For example, in 1997, William Shatner became the spokesman for Priceline.com, agreeing to do the spots in exchange for stock in the company. In 2012 Priceline decided to end the Shatner commercials stating they’ve decided “to go in a different direction,” and ended his long-running reign as “the Negotiator” by seemingly killing him off in a commercial where he is careening off a bridge in a travel bus. However, Priceline maintained its relationship with Shatner throughout the years in some form or another. In late 2021, Shatner (at age 90!) was part of a four-person crew who flew into space on the Blue Origin – Priceline took advantage of this exposure opportunity by offering its “biggest flight sale ever.” At the moment of the space launch, Priceline launched a 30-minute flight flash sale for the first 1,000 customers who booked an Express Deal with a minimum spend of $300.

Just because they have a huge following does not equal ROI

If you are trying to sell high-end products, before you hire a celebrity make sure that the celebrity’s audience matches who you want to sell your product to. Justin Bieber’s commercial for a watch brand that sells for over $2000 did not translate into sales because his audience is young women and not the young entrepreneur audience the watch brand really wanted to target. Even if his social media audience may be over 400 million followers, that does not automatically guarantee 400 million watches sold.

Celebrities care about more than just the money, so know their passions

Celebrities are people too. If a celebrity connects with a cause or believes in a brand and their goals and messaging, they are more likely to be willing to be associated with them. As an example, we recently approached a globally known actor to be in a TV and digital ad with the message focused on saving planet earth (and supporting farmers in that country). Even though the budget was a quarter of what he typically makes for this type of ad, he was interested in doing it because the ad message was very much in keeping with his strong environmental beliefs and support.

Conversely, it doesn’t matter if a high-profile energy drink company is willing to pay an exorbitant amount of money to hire a celebrity. If the celebrity lives an organic and holistic lifestyle, they will not associate with that brand simply for a paycheck because it would also tarnish their own personal brand and beliefs. Like any other job, celebrities are looking for longevity and would not want their brand tarnished in a way that could keep them from future projects.

Retain a Celebrity Strategist

When you’re trying to hire a celebrity for an endorsement deal, speaking engagement, PR/marketing campaign or special event, having the correct phone number or e-mail of their representative is usually not enough. Contacting, negotiating and working with celebrities requires a great deal of knowledge about the industry and an understanding of the current celebrity marketplace.

There are also specialized rules of protocol and strategies to employ when trying to hire a celebrity, not to mention the myriad of details that can make or break a project. And most importantly, having strong relationships with the celebrities and their representatives can save an immense amount of time, money and frustration!

A good Celebrity Strategist (like The Celebrity Source—forgive the shameless plug) knows what to do, what not to do, and can suggest ideas you probably have never thought of when hiring a celebrity.  Plus, a good strategist would be able to guide you to which celebrities are trending now, are up and coming, or what we lovingly call down and going. It’s important to involve your strategist in the planning process from the very beginning when thinking about hiring a celebrity.  

Just as you wouldn’t hire a carpenter to perform knee surgery or a plumber to represent you in court, it doesn’t make sense to hire a celebrity on your own or trust another individual or agency who is not a specialist in this area. Hire a Strategist with experience and a proven track record of success.  It will save you time, money and lots of frustration in the end.

A little more than a decade ago when someone used the word “celebrity” everyone knew what it meant—a famous actor, musician, or sports figure—someone associated with a large audience watching them do their thing. Today, because of social media and recording capabilities in the palm of our hands, everyday people can have large audiences watching them do their thing, but does that make them a celebrity?

The answer is no. There are those who would argue that someone with 6 million followers on TikTok, 20 million on Instagram and 15 million on Twitter certainly qualifies as a celebrity, our question would be to whom?

So what is the definition of “celebrity”? According to Wikipedia: Celebrity is a condition of fame and broad public recognition of an individual or group as a result of the attention given to them by mass media.

The Merriam-Webster Dictionary definition is more simplistic: The state of being celebrated : fame

Note that neither definition said anything about “influence,” the core component tied to those who have become social media stars.

The Wikipedia definition of celebrity is spot on as it notes the keywords of “broad public recognition,” and “…attention given to them by mass media.”  

We are frequently asked the question of “What defines a celebrity,” and our answer is “Anyone well known, in the public-eye, within their field of discipline and can include those in industries other than entertainment or sports such as fashion, business, politics, literature, famous chefs, astronauts and scientists as examples.” 

When we say “public-eye” we’re referring to media coverage and the fact that there’s an audience who wants to know more about this person.

And it’s the audience who will define whether someone is a celebrity or not. If Justin Bieber showed up at a senior citizens home they would be grateful for the visitor, but very unlikely that anyone would know who he was and therefore, not a celebrity.  Conversely, if Connie Stevens attended a spring break event, she would not be a celebrity there, but the seniors would certainly remember “Cricket” from “Hawaiian Eye” among her other talents and credits from yesteryear. 

So, is a 6 million followers TikTok star a celebrity? Among her followers, yes! To the rest of us, no.

Businesses and corporations already know that a celebrity endorsement can help impact their bottom line but is this the case as well for non-profits? A Rutgers-Camden University study says it is! https://www.rutgers.edu/news/celebrity-endorsements-lead-increases-charitable-donations-public

 The report suggests film and TV stars, musical performers, sports figures and other celebrities who are associated with philanthropic causes help increase financial support from the public. Researchers found nonprofits endorsed by celebrities accrue on average $100,000 more annually than their non-celebrity affiliated counterparts. Furthermore, nonprofits with more than one celebrity endorser receive on average $2000 more annually per each additional celebrity endorsement.

 Erica Harris, an assistant professor of accounting at the Rutgers School of Business–Camden and co-author of the study states “We find that celebrities also offer a credibility signal to donors, which is especially important for nonprofit organizations.” When you think about it, celebrities who endorse brands or organizations are essentially providing their reputation as collateral. Through the powers of celebrity persuasion these public figures provide expertise, trustworthiness, and attractiveness to an organization.

 The Rutgers-Camden study asserts that once the celebrity affiliation is established, organizations tend to see a surge in overall public support. Additionally, nonprofits that have utilized celebrity endorsements have been able to refocus their annual budgeting efforts on service missions rather than fundraising campaigns. Due to the significant increase in contributions associated with celebrity affiliations these organizations are able to efficiently allocate time, effort, and resources normally dedicated to fundraising campaigns to other areas.

 In addition to increasing donor contributions and credibility, celebrities have the ability to increase public awareness about the organizations mission goals beyond many other types of PR strategies.  Other benefits associated with endorsements by celebrities to nonprofit organizations may include attracting sponsors, getting media attention, more volunteer engagement and the celebrity themselves may donate, or designate the non-profit as their “charity of choice” to receive a donation for the organization instead of a fee.

Not all celebrities, however, will have these kinds of benefits for an organization, which is why it’s important to look to experts/specialists (like The Celebrity Source), who know how to help non-profits find the right celebrity matches and avoid potential celebrity minefields.

The Celebrity Source is thrilled to announce our new partnership with www.GolfStatus.org, the leading event management platform for golf fundraisers, to help connect charity golf tournament organizers with celebrities, athletes, influencers, and other public figures. The partnership provides event organizers planning charity golf outings and golf fundraisers with event management software to streamline the event from start to finish, while also attaching celebrity participation to help gain more visibility and funds raised for the event. What follows is a conversation between GolfStatus and The Celebrity Source President, Rita Tateel, about the value celebs can add to a golf event and cause.

Why A Celebrity Can Level Up Your Golf Tournament Fundraiser

Q: First off, what exactly do you mean when you say “celebrity”? 

A: Really, who is deemed a “celebrity” is defined by the audience. It’s not necessarily an actor or sports figure; it’s anyone in the public eye within their field or discipline. So it’s a very broad definition—anyone from a famous scientist, writer, or astronaut to a reality television star, football player, YouTube star, performer, or movie actor. 

Q: What does having a celebrity at a golf fundraiser bring to the event?

A: Everyone, whether they admit it or not, gets excited about meeting someone famous. There’s an excitement that a celebrity brings to an event that simply can’t be duplicated. Celebrities raise visibility, not only for the event itself, but for the cause it’s connected to. There’s also the credibility factor—people see that if a celebrity is participating, they assume the tournament must be worthwhile. You’re likely to see more press interested in covering the tournament (and you should definitely alert the media about the event) because a celebrity is attending, which means even more exposure for the sponsor, benefiting organization and/or cause. What’s more, a celebrity presence opens the door to new, lucrative sponsorships as well as attracting more teams with the option of charging a higher registration package price.

Q: What should an event organizer consider when determining whether or not to pursue having a celebrity participate in their golf fundraiser?

A: There are a number of questions organizers should ask themselves before going down this road. First and foremost, what do I hope to accomplish by having the celebrity there—media coverage? Credibility? Increased awareness? Higher income potential? Next, can I cover the standard expenses (or do I have a sponsor I know will cover the costs)? Third, what do I want a celebrity to do at my golf event and what are the highest priorities? Determining the “why” will help organizers decide if it’s something worthwhile to pursue.

Budget is perhaps the main consideration. If an event is hoping to secure a celebrity, expenses need to be covered, even if the celebrity isn’t being paid to attend. At a minimum, they’ll need to cover two first-class airfares, ground transportation to and from the airport to the event, first-class hotel accommodations, and a per diem to cover meals. Oftentimes these costs can be covered by a sponsor.

Q: How can organizers make the most out of having a celebrity attend their golf fundraiser?

A: Really think broadly about all of the ways a celebrity might be involved. It could be anything from a meet and greet on a specific hole of the golf course, emceeing or performing at the after party, or golfing with a specific sponsor’s foursome. It’s also key to have someone in charge of PR to get the most exposure possible for the celebrity’s participation and, in turn, for the nonprofit or charity. Organizers can solicit a volunteer or volunteers, pay a PR firm (or request pro bono services as part of a sponsorship or donation), or even reach out to PR students at a nearby college or university. And when marketing the event, include the celebrity’s participation everywhere possible—on the event website, promotional emails, social media posts, flyers, postcards, and the organization’s website.

Q: How do you help nonprofits find the right celebrity for a fundraising event like a golf tournament?

A: The Celebrity Source looks at a variety of factors that will get a celebrity to say “yes” to an event. For example, a personal association with a particular cause or the location of the event (e.g. near their hometown or favorite city), what perks/gifts are being offered for the celebrity’s participation, how passionate is the celebrity about golf and any obvious connections to the event. Being a golfer is usually a key factor, but keep in mind that there are different roles the celeb can play at the event so they don’t have to play golf to still be a good match. The audience’s demographic also needs to be taken into account—both who it is trying to attract to play in the event as well as sponsor it. Our process takes all these factors into account to find the best match.