What/ Who is talent?
When working with clients on a campaign, we ask for what we call a ‘spox’ or ‘spokesperson’ to front the campaign. This can be someone from the company. In the past we have had spox who are CEO’s, Head of departments, or specialists in an area for the company. However, we have to be careful not to “advertise” on radio [as we’re not paying to advertise] and especially with BBC and ITV, we often look for talent as an alternative to front a campaign. Talent in the instant is a celebrity, tv personality, influencer or anyone who is well known in the public eye that we think will be of interest for the media to interview. This also is often preferred by the media who then won’t be worried about constant plugging of the brand.
The process of talent sourcing happens in a series of steps:
Identifying the right talent for the particular campaign is essential in securing interviews. We need to ensure that the talent fits in with the brand, the story we are running and the target audience that the campaign aims to reach, so it comes across relevant and relatable during interviews rather than random. Our media friends have advised on multiple occasions how important it is to them when booking interviews that the talent fits the story. Choosing the right talent is something, the team think about as part of our brainstorm when initially creating the story for the campaign. Based on our experience, we have are well accustomed to knowing who, with what and when it will or will not work.
Once we’ve identified options of talent who we think will be appropriate, we then bring a variety of options to the client and work with them to decide who they think fits the brand and who we think will work with media. At this stage, we will take suggestions for talent but will be very honest as to if we think they will work with broadcast media. Often someone who might work well with press media, might not necessarily be appropriate for broadcast media.
Once we’ve identified who is the ideal talent for a campaign we will get in touch with the talent’s agent and negotiate the price based on the budget provided by our clients. Having built up strong relationships with talent agents over the years this is something we are extremely comfortable with.
Prior to the actual day of interviews, we work very closely with the client and talent to make sure that everyone is aware of key messages necessary to get across during interviews. We will usually organise a joint call including us, the client and talent to ensure we are all on the same page. Then, the day before interviews we will have a shorter briefing where will just finalise the aims and messages to get across during the interviews the next day.
4) Show time
On the day of interviews, we are in constant communication with talent as well as the client to ensure key messages are come across and if they are not this is something we also manage.