Oh, gag. Will celebrity endorsements really become vital to non-profits

In a recent blog post, I mused about the radical changes in news media (and budgets) and suggested potential strategies for non-profits who want to raise awareness of their cause or organization.  My beloved former colleague, James Jennings, now evp of Communications Pacific in Hawaii, the number one PR firm in the islands, sent this comment along via email based in part on his perspective about the success of Brad Pitt’s recent promotion on behalf of The Make It Right Project in New Orleans:

I wonder what all this shifting will do to the power of celebrity endorsement or advocacy.  With all the broadcast news outlets fighting for a new nugget of a story every waking hour, will it mean celebrities will become more important. 

For local non-profits, this development would certainly fall into an Eeyore* scenario.  I hope it doesn’t come to pass, as it will be very hard for locally-focused organizations to compete on that basis.

*Eeyore was known to say (rather ironically, with his characterically down-beat voice), “If I didn’t have high hopes, I’d be depressed all the time.

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