10 Tips from Academy Awards Event Producer: Cheryl Cecchetto

Coordinating an event is never an easy task, planning a high profile televised occasion like the Oscars is no walk in the park either! Cheryl Cecchetto, owner and president of Sequoia Productions, continues to tackle the challenge of producing large social affairs such as the Governor’s Ball for the Academy Awards. She has overseen these balls for the past 25 years and continues to outshine herself from the year before. Last year, Cecchetto was the keynote speaker at the BizBash Los Angeles Idea Fest Expo and Awards where she shared her expertise on arranging high-profile Hollywood affairs. Although not every event coordinator will be organizing televised events, Cechetto’s tips are great advice for those just beginning to plan their first large gathering!

1. Expect Anything:  From Cecchetto’s experience, every year there is something that goes unplanned. Whether it is someone interrupting the flow of the ceremony or last minute getting rid of table arrangements, it is important to adapt to any situation. In pre-production, constantly think of back up plans just in case things don’t go the way you wanted them too! Do not get worked up because something didn’t go as planned, instead let it go.
2. Enjoy Yourself:  If you aren’t having fun yourself there is no way your guests are going to enjoy the event. Laugh at things that go wrong and don’t let them weigh you down.
3. Collaborate With Your Team: Delegate with your team to make sure everyone knows exactly what project they are focusing on. Utilize everyone’s skills and ideas; you never know when they will come in handy!
4. Gain Experience Anywhere: No matter what the job is, you can gain experience from any small or large event. Not every client will hire you again. Make sure to do the job to the best of your abilities, this way they’ll be able to refer you to future clients.
5. Negotiate: Within the entertainment industry or large corporate events, you are bound to be working with some difficult personalities. Make sure to compromise with your clients.  It is important to realize that this is their event, so make sure you are making them happy. At the same time, be realistic when it comes to budgets and logistics. Only plan and purchase what you can afford to use. 
6. Be Aware of Budgets: For events like the Academy Awards be aware of what is happening politically or globally. If the economy is bad, make sure to dress down your extravagant event. Instead of having flashy decorations try using a minimalist theme, this way you the Academy Awards or any other client you have won’t receive backlash for having an overgenerous affair.
7. Be Responsible:  Everyone makes mistakes, it is important to own up to anything that might go wrong. People will respect your work even more if you tell the truth when things don't go right. Even if something that went wrong wasn’t your fault it is important to be responsible. Being an event producer means you are accountable for any problems that may arise.
8. Think Outside of the Box: Planning for large affairs in the entertainment industry means you have the budget and resources to include an outrageous décor or think differently when it comes to organizing the seating arrangement. Take this time to be creative and utilize all of your staff’s ideas.
9. Be Optimistic: Don’t let the weather or any other mishaps keep you down! It’s important to be positive throughout the planning and executing process. Some of your best backup ideas will be able to shine through if you stay optimistic. 
10. Do the Unthinkable:  Even though Cecchetto produces the Academy Awards party every year, she still manages to do something new and outrageous. Don’t be afraid to mix things up. Maybe the occasion you've always planned for is usually a sit down dinner, now is the time to change it up by having small appetizers and desserts served throughout the party. 

Crisis Communications: Celebrity Chef Edition

Any lazy Sunday afternoon I have all to myself is the perfect opportunity to kick up my feet and watch a couple of cooking shows. There is a nostalgic feeling I get whenever I watch my favorite Food Network celebrity chefs. I can remember being 9 years old and cooking dinner with my mom while simultaneously watching the next episode of Rachael Ray's "30 Minute Meals" or listening for a new appetizer recipe on Giada's “Everyday Italian.” No matter the show, I definitely have a soft spot in my heart for every celebrity chef on Food Network.

Food Network chefs receive the same type of negative PR attention that other celebrities deal with. Earlier this summer, Food Network did not renew Paula Deen’s contract after a lawsuit was filed against her for racial discrimination. Recently, Rachael Ray made an appearance on Andy Cohen’s show, Watch What Happens Live! She was put in an uncomfortable situation when a viewer asked Rachael, “What are your opinions on the way the Food Network handled the Paula Deen situation?”
Ray awkwardly replied with “You know, Food Network loves Paula Deen, and I think they were really caught between a hot pan and a hard place there…I believe that one day the whole family will make up, as all good families do.” 

I’m sure the Food Network public relations team immediately cringed after hearing that Ray implied that the cooking channel would make up with Deen and eventually ask her to come back on their network. I don’t think it was in Ray’s best interest to express the views of an entire network. However she was put into a difficult situation of trying to honestly answer a fan’s question. At the end of the day, Ray probably just wants to see Deen reunited with the rest of the Food Network family. 

I don’t think that Rachael’s response was a message that Food Network attempted to leak. The network made it clear by not renewing Deen's contract that they have no interest in rehiring Paula Deen. Food Network dealt with a huge crisis communication plan when Deen's scandal erupted. The network had two options: 1) They can keep Deen around and supporting her through this difficult trial or 2) They can not renew her contract in order to keep viewers, who are not tolerant of discrimination, watching the network. 

Food Network made a smart decision to let go of Deen. During a crisis communication situation, specialists know to "tell the truth, tell it all, tell it fast and move on." The network did just that by quickly responding to the situation and moving on from the scandal by firing Deen. Ethically, the network was serving in the public's best interest by removing Deen from their television lineup.


Deen's transgression was unforgivable because as a celebrity chef she is a public figure who has a responsibility to be tolerant of all her viewers and other individuals she comes into contact with. Any star or celebrity chef is constantly in the public's eye. They need to be aware that their negative words, actions and misbehaviors will always be used against them. 

Even I, someone who grew up enjoying every minute of "Paula's Home Cooking" show, am disappointed in Deen's behavior. However, I do not think this is the end of Deen's career. She has a devoted fan base and I bet a different network will be picking up a new southern cooking show for her in the future. 

Although celebrities can often be asked uncomfortable questions during interviews, it is important to remain as unbiased as possible. This especially applies when talking about fellow co-stars. Thank goodness stars and celebrity chefs have publicists to help them clean up their crisis communication messes!

The Future of Celebrity Branding

Jennifer Aniston is not only known for her acting skills, but also her svelte physique. She can commonly be seen showing off her figure as she endorses many health products such as Aveeno, Smart Water, and L’Oreal. Brands like these need a spokesperson, so a consumer can feel connected to the product. It’s similar to having your best friend tell you about an amazing new skin care product that they want you try. More often than not, you would probably purchase the product because you trust and admire your friend’s judgment. The same thinking applies for celebrity branding.

Celebrities can influence customers to buy the latest perfume, apparel or even donate to a philanthropic cause just because of a public relations campaign. They are able to generate excitement from not only their fans, but also the media through advertisements in magazines, billboards and even TV commercials. Stars help bring credibility to the product that they are selling. Any product that a celebrity is endorsing becomes apart of their own personal brand and the values they stand for.

As technology continues to advance, app developers are looking for new ways for celebrities to endorse the latest and greatest products beyond the typical social media sites like Twitter or Facebook. The “Are Personal Apps the Next Step in Celebrity Branding?” article mentions how actor Adrian Grenier launched his own app where his fans can be more connected to him as he posts his own photos, videos, autographs and live signings. This type of branding would allow celebrities to be in control of how they want the public to perceive them. These apps would let fans feel more connected and invested in their favorite star.

The design of a celebrity app can be adapted based on their latest project. Certain social media sites like Twitter and Facebook limit the amount of content that a star could be endorsing about their personal brand. Customizing an app could help shape a celebrity’s image such as offering concert tickets or even making a type of reward system for donating to a charitable cause through their app. These apps could be applicable to not only actors, but also professional athletes, politicians or any other major public figures.

In public relations it is especially important to showcase your personal brand. Everyone’s brand or public image is a vital part of who they are. It is the first impression someone gets of you and usually showcases the types of values or skills you have. The future of celebrity branding through mobile apps instead of just magazine covers or commercials could help stars expand their brand throughout a public level.  

PR Campaigns Behind Celebrity Disputes

When walking past the checkout counter at my local grocery store, I always notice several magazines with similar headlines stating the latest celebrity dispute. Most recently, I spotted Jimmy Kimmel and Kanye West's Twitter feud. The latest celebrity trash talk involved a skit on "Jimmy Kimmel Live" where two children spoofed West's BBC 1 interview. West clearly did not find the skit amusing and began ranting multiple angry twitter posts about Kimmel taking his BBC 1 interview out of context. 

This Twitter quarrel is not a newsworthy story, but instead an example of how social media arguments have become a new form of publicity for the entertainment industry. Both Kimmel and West created a successful PR stunt that demonstrated the power of social media and its effects on ratings and what celebrities’ fans think of them. 

Kimmel and West had separate goals of this PR campaign. Kimmel used this Twitter argument to get more viewers, specifically any West or Kimmel fans, to tune into his talk show once West decided to make an appearance. After West came on Kimmel’s talk show it showed viewers and the media that both parties have "cleared the air.” West used this opportunity to rant and defend himself for when the media misinterpreted his actions or words in the past. 

Long before social media began, celebrities used other outlets for expressing their feelings about stars through interviews and press conferences. This allowed enough time for publicists to give their celebrity an approved diplomatic response regarding their opinion about a fellow star. Times have changed and now stars are able to comment on just about any topic whether their publicist is around or not.  

Now more than ever, social media sites like Twitter have created more crisis management problems for publicists. As public relations professionals adapt to new forms of social media, crisis management strategies for celebrities also need to acclimate. PR campaigns like Kimmel and West's Twitter feud is more than just about being noticed. It is about using any media outlet possible to hype up their name. It doesn't matter if either Kimmel or West was in the wrong, both of these celebrities were able to hype up their name by causing a stir in the media. This resulted in an "amicable" ending for Kimmel and West because they were able to achieve their PR goals by increasing ratings or defending their misconstrued behaviors. For any celebrity who plans on arguing with another star on Twitter, I'll pass along advice that P.T. Barnum famously once said, "There's no such thing as bad publicity." 

      

Welcome!

Welcome to my blog! I am currently a senior at the University of Oregon majoring in Public Relations. I am extremely detail-orientated and interested in one day executing large corporate events. From my internships with Fluent as a Student Promoter representing Macy's and the Victoria's Secret PINK Street Team I have developed collaborative marketing skills in order to host large events on campus. Even though I have made small marketing efforts at the University of Oregon, I would also like to learn from others on how to make large entertainment events, such as the Academy Awards or Food and Wine Festival, a success. I have always had a strong passion for not only public relations, but also anything related to the entertainment industry.

I want to use this blog to gain further insight into how public relations and marketing agencies promote and plan large events for their clients. I hope to better understand how these agencies utilize social media throughout the planning process. Also, I want to learn what other communicative strategies are applied. Overall, I want this blog to help my viewers and myself gain extensive knowledge on crisis management strategies because as I have learned through my experience every event needs to have a back up plan!

Enjoy!