Celebrity Guide to Doing Good in the World

You may have heard me bang on about how celebrities who take on causes, don’t necessarily help those causes. Respect to Clooney who seems to be using his skills to record short promos for the UN, and hasn’t finger wagged Al-Bashir on Darfur lately (and I understand he has offered General Agwai a helicopter). But rather than analyse the effectiveness of Jude Law‘s recent mission in Afghanistan (Jude who? Many an Afghan is heard to mutter), I thought it would be helpful if I could pen a rough guide for those celebrities who have come to a point in their careers where they feel they want to give something back. Or maybe you have been asked to back a charitable winner (or a looser) and are weighing up your options. First see where you fit on the Do-good-o-meter?


My career is waning and my image needs improving

I’m bored
I am taking a break from my usual work

I can “raise awareness” of a cause (and let everyone know how nice I am)
I’m nice, of course I will help

I support a cause and want to take time out to help, I don’t really care what people think of me

I want to quit work for a while and do something with more meaning

I am passionate about this issue – I really want to use all my skills and experience to make positive change as effectively as possible

The rest of this article is really only aimed at those on the indigo end of the rainbow. Well done, you are coming from the right place. Chances are you have incredible ability to influence and be a top class ambassador for your cause and dare I say it - a public diplomat. So, a rough guide:

1. If you scored indigo you will already have a passion for your cause. You could want global nuclear disarmament, or better research for a particular disease which took away someone close to you. Maybe you are moved by the plight of the gorilla, or the people of a warring nation? The first thing to do is research. Go there. Meet the sufferers and those working with them. Don’t just talk to NGOs, talk to Governments, broad civil society, academia, the commercial world – get all views.

2. Next draw conclusions about what might help. For example the best way to save the gorilla might be to combat poverty and tribal warfare in the region – and not by “raising awareness” by printing a load of Save the Gorilla T-Shirts. Invite others to help you draw conclusions and get to the root of the issue.

3. Have a strategy. Get professional help with this (a-hem, I would say that) – it will help you hone into what you can realistically hope for, how you could achieve it and in what time scale. It will also help you explore who you should be lobbying and how to measure if your plans are working.

4. Co-ordinate. Is there anyone already tackling this, that you could support? Don’t reinvent a wheel in vanity, someone might already be doing some great work, and could just need a hand.

5. Think about what you are good at (and what you are bad at). Are you a writer, actor, or ice skater? Use your skills and make it relevant. I’m thinking Jamie Olivers school dinners campaign more relevant than Joanna Lumley championing the Gurkhas right to live in Britain (ok, she did well and there was a family history with them). But you get it – make it relevant and your involvement credible.

6. Finally think grass roots. Take your skills and the problem to the sufferers and ask them what you should do and what they think would work. Chances are they will now best. A top down approach is patronizing. OK – unless they are gorillas, silly. But you know what I mean. Talk to the family and friends of the…erm…gorillas.

So, just a few simple words of wisdom, perhaps better suited to my nomadic-wisdom blog, but not altogether uncomfortable on this public-diplomacy page. I look forward to hearing about your successes, so I can highlight them rather than banging on about the wrong approach! Even you, Jude.


The idea for this article was shamelessly pilfered from my bright boyfriend. Thanks hun.

BBC blogger on celebrity charity work http://www.bbc.co.uk/blogs/theeditors/2007/08/power_of_celebrity.html

Me banging on about celebrity backers
http://public-diplomacy.blogspot.com/2008/05/celebrity-backerspublic-diplomats.html

Being a Public Diplomat - Top 10 Tips

Given the amount of money that allegedly gets spent on government spin (not to mention election campaigns), it amazes me how those in the very business of influence – the diplomats – often have such limited resources for communication.

Being a diplomat these days is not about seating the Spanish Ambassador next to an ally at a dinner party, nor about handshaked trade or political deals behind closed doors - the majority of diplomatic activity has a public and often highly critical media spotlight shone on it. Diplomats should be considering how they are perceived more than ever, not just by official counter parts and heads of state, but, as a new form of democracy takes grip, somewhat driven by access to new media, the public are rapidly becoming main influencers.

In the absence of this resource, below are my top 10 tips for being a good public diplomat. If you follow this guide you will increase your credibility and make your job easier.

1. Understand the country you are in. Spend some time (the longer the better) before you begin your official assignment. Back pack around. Use public transport. Travel alone if you can – you will meet far more people this way. Stay in hostels and family run hotels. Act like a researcher or journalist – ask questions all the time and take notes. Read fiction written by good local writers. And most important – find out about what your hosts think of the country you come from.


2. Learn the language. If time is a factor, at least learn a few niceties. And smile throughout even your most awkward attempts.

3. Roll your sleeves up and get stuck in. Walk the walk. Don’t patronise “the community” with a drop in visit – stay for tea. Sleep in the refugee camp. Share a local meal. Paint a wall. Clean out a toilet. Not just for the photo – actually do it. Spend time.

4. Talk to the media. Don’t wait for them to come to you. Be on the front foot – see every interaction as an opportunity. Write Op Eds and articles and suggest ideas. Remember there is no such thing as saying nothing in communication – lack of media engagement can give the impression that you don’t care or you are hiding something. Blog. Not on an official site – that is nuts – it will only be read by the converted and by very bored journalists. Blog on a personal site about personal experience. About your tummy bugs, about your doubts and feelings.

5. Think locally. Don’t just respond to the international media. Spend more time with local and regional media and develop a relationship. Internationals get much of their info from local stringers anyway.

6. Be yourself. If you like cricket, play cricket, talk about it. If you like to paint pictures, join local art groups. If you like to dance or play a musical instrument, do it. Use your natural abilities and loves to your best advantage. Be genuine.

7. Think about how you present yourself. Judged on 7% of what you say, 38% on how you say it, but 55% on how you look - this is important. You may have a brain the size of Mars, but sadly your haircut may leave more of an impression. In many countries the public can feel intimidated and alienated by formal dress – so dress casually wherever possible – and always respect the cultural dress code of the country you are in (without being patronising). Note: You may think it your “right” to wear a mini skirt and not be judged by it – don’t be on a crusade to push your personal values unless it is an objective of the mission – be respectful and be respected. (In the picture above, one blogger commented that the Lord Mayor of London looked like an "unmade bed" at the Beijing Olympics).

8. Everyone in the mission is an Ambassador for your country. One of the most influential public diplomats will be your receptionist or your visa section staff. Think how anyone travelling out of their home country is judged as representative. Not every Japanese person is into photography nor every Brit a football hooligan.

9. Have a strategy (as a Communications Strategist I would say that). But really, have one. Don’t focus on activity (although it will lure you in) before you know exactly how this fits in with your overall plan. For example, if your overall plan is to increase trade between countries and lobby for human rights – ensure that your communications strategy reflects this – don’t leap into publicity that doesn’t have this at its heart.

10. And don’t dream beyond your budget.



Above: Chinese Embassy staff in Greece

I can hear the smirking of non diplomats among you who may be surprised to learn that there are very few grandmothers sucking eggs around here – so much of the above is simply not done. Believe it or not there are Embassies in the world where not a single member of staff speaks the local tongue (I am diplomatically not naming names ). I would love to hear from governments who train their diplomats not simply in policy, economics, security or specific press officer expertise - but those who show every member of staff who represents them overseas how to present themselves as a public diplomat.

Coming soon! The Celebrity guide to Doing Good in the World.