Should your dealership have a spokesperson? There are many factors to consider before answering this question. The spokesperson is the forefront of your company, and will represent your company to the public. Your chosen celebrity will most likely garner lots of publicity for your company, but the catch is that it might not always be good publicity. Simply put, there is a chance the face of your company could be embroiled in a public scandal.

Of course, most people emphatically believe that they would never hire a spokesperson with a questionable reputation, and would never hier someone they believe would garner negative publicity. The problem here is that you can’t see the future. You never know what could happen. Even the spokesperson with the most polished reputation could fall from grace for any reason, at any time. For unlimited examples of this, simply pick up this week’s celebrity gossip magazines. The public is liable to turn on America’s sweethearts unexpectedly, for a host of reasons. By no means will you automatically have problems if you enlist a spokesperson for your company, but it is a possibility that must be considered. You should also consider what actions will your company take should something of that nature transpire.

Additionally, it has become much more common for “celebrities” to endorse specific agendas. This can range from political candidates and platforms to personal causes like pet adoption or diabetes prevention. In this election year, many celebrities are endorsing a presidential candidate. You should ensure that your spokesperson doesn’t alienate a portion of your customer base and prevent you from making sales to certain demographics. From a political standpoint, many people believe a business should never endorse a campaign. Politics are for individuals to consider, not for a business to analyze.

Many of these potential problems that arise when hiring a spokesperson seem like they are only applicable to A-list, national celebrities, but that’s not always so. Every city has local influencers within the community, such as newscasters and radio DJs that could be enlisted to represent your brand publicly. Just because they aren’t easily recognized doesn’t mean their negative actions won’t make the news.

Overall, there are pros and cons to having a celebrity spokesperson. It is essential to have a public face associated with your brand, but it doesn’t always have to be a local influencer. The most important thing is to endorse your company through the dealership itself. Use your team to help promote you as a company. After all, they are truly the people who represent your company, as they are the most hands on with customers.