Thanks to the recent end to the writers’ strike, the 80th Annual Academy Awards did not suffer the same fate as the SAG Awards earlier this year. Make-up artists, limousine drivers, event planners and the like had plenty of work to do, and stars a red carpet to stroll down.

What would an awards show be without the already-rich-and-famous receiving loads of free stuff they can already afford? Public relations practitioners at many businesses hope stars will be photographed with their products and end up in one (or more) tabloid magazines, entertainment news shows, or popular blogs – and with good reason.

Our society is obsessed with celebrity culture, making celebrity gifting a popular practice.

“Americans see famous faces and get wide-eyed, weak-kneed and extraordinarily loose in the wallet,” according to Jaimee Rose of the Arizona Republic.

Honestly, I’m glad I’m not one of them – why pay more for some high-end brand that is just going to help the designer live in a ridiculously bigger & better house and me with credit card debt? Although I realize this is not always the case, and do not judge those that do. (On a related note, I’m not for paying ridiculously low prices if it means supporting “sweatshops” either. See here and here).

Who am I to get in the way of those who can and do to wish to purchase such items?

To be considered for inclusion in gift suites, bags and baskets during OSCAR time and others, companies often pay steep fees and prepare bids at least six months in advance.

A few of the items given out this year include:
* Swarovski crystal dog collar
* Spoil Me Spa service
* Glo To Sleep mask
* Skull and crossbones dog collar charm
* Personalized Motorola phones

Some companies, like Backstage Creations and On3 Productions specialize in connecting clients’ products with celebrities; holding “retreats” and “gift lounges” at celebrity events. Newly formed Ms. Public Relations held a pre-Oscar gifting suite at the Four Seasons Hotel, and featured products from Ferrari, Blue Tattoo Denim, Tigerlight and many others.

I have to commend GBK Productions, which donated more than $20,000 from the profits of its annual OSCAR Gift Suite, to five charities and invited visiting celebrities to contribute as well.

For those hoping to see one of their products in the hands of or on the backs of celebrities, MarketingSherpa offers tips on how to get items included in celebrity gift bags.

So what does this have to do with emerging PR practitioners? One, it is a method of promotion to think about. Secondly, I think there is a bit of an issue with the “Honesty” and “Disclosure of Information” sections of the PRSA Code of Ethics whenever gifts are involved. On the other hand, it can be excellent exposure for a product.

Let’s examine. The code states:

“To build trust with the public by revealing all information needed for responsible decision making.”

I think most people are aware that celebrities receive hand-outs, but how is the public supposed to differentiate between what was purchased by the celebrity and what was received as a gift? Do you think it matters?

I’d love to read your input!

Related interesting link:
“Give Your Business An Oscar Moment”
An article on why and how to earn awards for your business