10 tips on managing celebrities. (Event Management).

Star power is an undeniable asset for nonprofit organizations--a recognizable face draws attention to a message, keeps people interested, and lends tremendous value to a cause by inspiring for-profit corporations to make in-kind or cash donations. Managing celebrities, however, requires a considerable investment of time and advance planning. Here are 10 techniques employed by the Kellen Company to manage star power for the New York Women in Communications' annual MATRIX awards:

1. Get to know the key players. Maintain close contact with everyone who handles the celebrity, including his or her publicist, agent, and assistants. Make sure everyone involved has a clear understanding of your event, the logistics involved, and what you're trying to achieve with the celebrity's attendance.

2. Determine the celebrity's schedule well in advance of the event. Try to get the celebrity's itinerary for the entire day he or she is scheduled to attend your event so that you can troubleshoot any potential problems or conflicts. Consider offering any and all forms of transportation to ensure a timely arrival.

3. Anticipate an entourage. In addition to all the handlers you've no doubt gotten to know at this point, expect more people to show up on the day of the event. Always ensure that extra seating is available for the miscellaneous friends and family members who may accompany a celebrity. And don't be surprised if the celebrity shows up with his or her own security guard.

4. Research any dietary concerns. We've all read about the diets that celebrities swear by. Expect that this may be a concern at your event. If you inquire in advance about any special considerations, you avoid last-minute scrambling to accommodate a meal preference on the big day.

5. Try to review remarks in advance. Often celebrities have speechwriters who handle all the research and writing for them. If there is a particular message you would like them to convey, you'll need to be aware of who is doing the writing. An effective method to avoid any confusion is to provide speeches from past events that convey the proper message. It may also be worth your while to provide speechwriters with videotape coverage of previous events so that they get the overall sense of the day's message, tone, and so forth.

6. Clarify the dress code. No one likes to look out of place at ar event, and celebrities are no exception. The expected attire at an awards luncheon is different from a black-tie gala. To ensure that everyone is comfortable and no one feels out of place, make the dress code explicitly clear well in advance of your event.

7. Assign a staff member or volunteer liaison to each celebrity. If one person is in charge of knowing where a celebrity is at all times and acts as his or her liaison throughout the festivities, you ensure the celebrity's comfort as well as your own. Have the liaison greet the celebrity when he or she walks in the door and shadow the celebrity throughout the event. Give the liaison a cell phone number to call in case of an unexpected late arrival.

8. Keep celebrity information updated. Your event program will undoubtedly include information about the celebrity as well as a photo. Keep in mind that celebrities often change their photos and bios. Prior to publication of a journal, on-site signage, or audiovisual production, check to make sure that any material you previously received is still current.

9. Develop your own security plan. It's important to manage your own security at an event. Don't assume that the venue will have the on-site security that you need. In this day and age, event coordinators must be able to effectively corral unruly fans, make sure all press has proper credentials, and generally have a handle on every person in attendance. If your celebrity also happens to be a politician, realize that you might be asked to prepare an advance list of attendees.

10. Avoid a "the sky's the limit" approach. Celebrities certainly deserve special attention, but remember that they were invited to support your organization's goals. While special accommodations are important and effective, you don't have to offer anything and everything to please VIPs. If you're working for a good cause, they should want to help you reach your goals without breaking the bank.

Submitted by Holly Koenig, executive director of New York Women in Communications, and vice president of the Kellen Company, an association management firm with offices in New York City, Washington, D.C., and Atlanta. E-mail: [e-mail].