There is no doubt that there are advantages to having celebrities at events. They certainly attract media attention, can drive ticket sales, help secure sponsors, lend additional credibility and, in general, add an extra element of excitement, glitz and glamour to any occasion. They also can be very demanding and difficult to work with.

Whenever I'm asked to be a guest lecturer or run a workshop on working with celebrities, I always ask the audience, “How many have worked with celebrities before?” I then ask, “Of those of you who have, how many have had only great experiences?” Every time I ask this, the greater majority put their hands down, and only a few hands remain raised.

Why do most people seem to have horror stories to tell when it comes to working with celebrities, and yet in the 15 years that I've been in business, I can think of only a few occasions when celebrities behaved badly? That's because successfully contacting, negotiating and working with celebrities requires critical research and specialized rules of protocol and etiquette. It also helps to have a degree in psychology.

Here are five secret tips to keep in mind so that the next time you're recruiting celebrities for your special event or PR campaign, you're more likely to have a great experience.

1. Put yourself in a star's shoes and ask, “What's in it for me?”

   Before you ask a celebrity to participate in a project, PR campaign or special event, ask yourself this question as though you were that celebrity: “What's in it for me; why should I do this?”

   We all would like to think that celebrities get involved with cause-related events because they really care about the cause. While this can be a contributing reason (if they personally have been touched by the cause or have played a role in a film related to the cause), the truth is that most celebs are motivated by other factors.

   If you have money, it's a great motivator. But when budgets are slim to none, great perks and gifts can go far in getting a celebrity to say “yes.”

   Never underestimate the power of “S.W.A.G.” (Stuff We All Get). There's a reason that the celebrity gifts for award nominees and presenters are so elaborate these days — some in excess of $20,000. There's a reason I always recommend that my clients include products or gifts as part of the celebrity request, even when celebrities are being paid. It's simple — celebrities are human beings like the rest of us, and everyone loves gifts.

   The type of media exposure that can be gained through the event also may motivate celebrities to accept an invitation. However, be forewarned that those who are motivated by this the most include the up-and-coming and the down-and-going. There also are some celebrities who, because of personal circumstances in their lives, do not want to be exposed to the media. (Martha Stewart — need I say more?)

   Other answers to the question “What's in it for me?” might include a celebrity's personal interest in the activity or sport, personal connections to the city, a desire to change one's image, the fun/exclusivity/prestige of the event, who else is involved, or simply who asked them.

2. Make a list of everything the celebrity might want to know.

   Once a celebrity has agreed to participate, make a list of absolutely everything he or she might want to know and do — every question this personality might have — from arrival to departure. Then list all of your answers.

   Celebrities and their representatives can become very demanding and difficult to work with if the celebrity feels insecure about his or her involvement. The best way to help make celebrities (and their representatives) feel secure is to demonstrate that you have considered every little detail and have anticipated their every question.

   In my office, we imagine that we are the celebrity arriving at the event. We ask questions like, “What happens when I step out of the limousine? Who is going to greet me? If I'm running late, whom do I call, and how do I reach them? Will press be there as soon as I arrive? What happens next? With whom am I going to be seated? What exactly am I supposed to do? For how much time am I needed? Do I have to pay for my own drinks? Where are the bathrooms? How do I find my driver when I'm ready to leave?” etc.

   Celebrity greeters or escorts should know the answers to every question the celebrity might have. If celebrities feel secure and trust that whoever is taking care of them will really take care of them, they will be much easier to work with.

3. Respect their time.

   Time is a celebrity's most valuable commodity; don't waste it.

   The bigger the celebrity, the less time he or she has. There are so many people wanting a piece of the celebrity's time, celebrities have to ensure that the time they do have to make an appearance is time well spent.

   One timesaving strategy that celebrities really appreciate is limousine service to and from the event. This is not only convenient for the celebrities — they don't have to worry about traffic or parking — but it also gives them extra time to get some work done, make some important calls or study the briefing notes you sent them last week.

   Limousines (which also can be sedans or SUVs with drivers) also are helpful to the event organizers. Thanks to cell phone communication with the driver, it's not necessary to stress over wondering whether the celebrity has gotten into the car yet, and it's helpful to know when the celebrity is five minutes away from arriving. It's also less likely that celebrities will cancel at the last minute when they know that a limousine is scheduled to pick them up. If, however, they do need to cancel, you'll know before the event, rather than wasting your time waiting around for someone who turns out to be a no-show.

   Bottom line — make it easy for a celebrity to participate by offering limousine transportation, ask the celebrity for the minimum amount of time that will fill your needs, don't ask celebrities to arrive earlier than needed, and never make them wait!

4. Keep briefings brief.

   When a celebrity briefing session is necessary, determine whether it must be in person or if it can be handled by phone, fax or e-mail. Of course, we all would rather meet celebrities in person. But, remember my Tip No. 3 — that time is their most valuable commodity. So use phone, fax or e-mail if you can.

   If you must meet in person, have no more than one or two people at the briefing session, and make it as to the point as possible. More than an hour is seldom needed.

   Celebrities won't want to memorize lots of facts and figures — unless they are being paid quite handsomely. There-fore, for briefing notes, I recommend no more than three to four bullet points of the most important information you want your celebrity to communicate to the media.

   Fax or e-mail briefing notes about a week in advance, and have a small cheat-sheet that you can hand to the celebrity on site when he or she arrives — they will appreciate it. I've seen situations where the celebrity is talking to the media and has forgotten the name of the event or why they are there. This is not good for anyone concerned, including the celebrity.

5. Don't make any promises you can't keep, and keep all of the promises you make.

   This business is so much about relationships (which is why, I suppose, after 15 years, people still return my phone calls). The quickest way to ruin a relationship with a celebrity or his or her representative is to not come through with something that was promised. That's why this is worth repeating: Don't make any promises you can't keep and keep all of the promises you make … 'nuf said.

Rita Tateel is founder and president of The Celebrity Source, an international agency headquartered in Los Angeles that recruits and coordinates celebrities for corporate and nonprofit special events, public relations programs and product endorsement campaigns. She has been interviewed in media outlets such as CNN, Entertainment Tonight, EXTRA!, E! Entertainment Television, New York Times, New York Post, Los Angeles Times, PRWeek and Hollywood Reporter. She is also a frequent guest lecturer at UCLA. She can be reached at The Celebrity Source, 8033 Sunset Blvd., Suite 2500, Los Angeles, CA 90046; 323/651-3300; info@CelebritySource.com; www.CelebritySource.com.