LONDON (AlertNet) - These days, newspapers and magazines are littered with famous faces and celebrity-penned articles promoting charitable causes.

Celebrities seem to be tripping over themselves to put their names to charities and fulfil their inner humanitarian urges.

Yet, according to British public relations guru Max Clifford, the image of concerned celebs using their fame and wealth to help others less fortunate than themselves is somewhat misleading.

At a recent conference on charity communications in London, he argued that many stars are self-obsessed and only interested in doing charity work that will boost their public profile and careers.

"In a lot of cases, they have to be bullied, persuaded, and in my case blackmailed into doing charity stuff!" he joked.

Nonetheless, he said using celebrities was one of the best ways for charities to gain publicity for their cause. The trick is to ensure that the relationship is mutually beneficial.

It's also important to minimise the possibility that scandal or other negative publicity surrounding the star will tarnish the reputation of the charity or its work.

Here's a list of dos and don'ts according to Clifford and Vicki Grimshaw, celebrities feature manager at British women's magazine Closer.

CHOOSING YOUR CELEBRITY

• Weigh up how much value they're likely to add to your cause against the possibility that their involvement could be more trouble than it's worth.
• Your celebrity needs to be someone who the public trust, who is in the public eye and has a good reputation.
• Think about the level of commitment you require from them, and how much time they will have (big stars will be a no-no if you need someone on a regular basis).
• Don't choose someone who spreads themselves too thin. Savvy stars associate themselves with one major issue or brand (think Elton John and AIDS, or Angelina Jolie and the U.N. refugee agency).
• Newsworthy people can be a good alternative to top celebs, especially if you are a local charity or only need someone for a limited period (go for a winter Olympics medal winner rather than David Beckham).
• Be sure your celeb is appropriate to represent your organisation and has a genuine interest in your work.
• Find out if they've personal experience that's relevant to your work and whether they would be willing to talk about it. This is often a great way to sell a wider issue.
• If you're not sure about a celeb's reputation or reliability, ask around - talk to journalists and others in the know.
• Once you've picked your celebrity, approach their public relations team rather than their agent. Clifford argues that agents are only interested in money, whereas PR people are more likely to be sympathetic to charity requests because they understand the positive impact charity work could have on their client's image.

USING YOUR CELEBRITY

• If they're able/willing, get your celeb to do some first-person media work: making a film, or writing a diary or article about their experiences.
• Know your own objectives and spell them out clearly to both your celebrity and journalists interviewing them. The celebrity must understand the issues you're working on.
• Choose your media outlets wisely and make sure you pitch the story to the right person within the organisation (section editors, for example, rather than the editor or teenage intern). Tailor the story to suit the media you are targeting.
• Don't forget to look at the possibilities of working with local media. Only approach the tabloids (in Britain) if you are confident of being able to handle them. Clifford describes them as "poisonous snakes" which can be of use to your charity as long as you can "extract the venom".
• Look after the celebrity you're working with (make sure all the logistics run smoothly), and maintain regular, personal contact.
• Check your PR drive does not clash with other major celebrity events (the Oscars, etc).
• Ensure your charity branding is well placed in photos and articles.

If the above strategy fails and you open the newspapers to find your celebrity embroiled in a hideous scandal, all is not lost, according to Grimshaw. Decide to drop them and then issue a statement about it. At least it will get you some more publicity!