Marketing
Publicity
Publicity
Publicity is information, usually from a third party, that attract attention to a person, place or thing. Publicity then can be positive or negative. Negative publicity is normally countered with public relation efforts and positive publicity is usually enhanced with salesmanship:
- Persuasion
- Establishing credibility, trust, know-how and sincerity.
- Galvanizing Interest, arousal and emotional appeal
- Securing agreement in principle and further agreement on specifics with the use of clear reasoning, logic, wisdom or common sense.
- Presentation
All in the effort of capitalizing on positive publicity by selling a product, service or idea to an attentive audience.
Hence, while it is true that negative publicity can be damaging without good public relations to give it a positive spin, positive publicity is on the other hand, useless without salesmanship or positioning to take advantage of it, in some form.
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From Wikipedia, the free encyclopedia.
Publicity is one of the variables that comprise the promotional
mix. The other components of promotions are advertising, sales promotion, and personal selling. Promotion is
one of the variables that comprise the marketing mix. The other
three are product management,
pricing, and distribution.
Publicity is closely related to public relations.
Whereas public relations is the management of all communications between the
firm and the general public, publicity is the management of product or brand related
communications between the firm and the general public. It is primarily an
informative activity (as opposed to a persuasive one), but its ultimate goal is
to promote the companies products, services, or brands. A publicity
plan is a planned program aimed at obtaining favorable press coverage for a
companies products.
The most basic tool of the publicist is the press release, but
other techniques include telephone press conferences, in-studio media tours,
multi-component video news releases
(VNR’s), newswire stories, and internet releases. For these releases to be used
by the media, they must be of interest to the public ( or at least to the market
segment that the media outlet is targeted to). The releases
are often customized to match the media vehicle that they are being sent to.
Getting noticed by the press is all about saying the right thing at the right
time. A publicist is continuously asking what about you or your company will
pique the reader's curiosity and make a good story? The most successful
publicity releases are related to topics of current interest. These are referred
to as news
pegs. An example is if three people die of water poisoning, an
alert publicist would release stories about the technology embodied in a water
purification product.
But the publicist cannot wait around for the news to present opportunities.
They must also try to create their own news. Examples of this include:
- Contests
- Walkathons
- Art exhibitions
- Event sponsorship
- Arrange a speech or talk
- Make an analysis or prediction
- Conduct a poll or survey
- Issue a report
- Take a stand on a controversial subject
- Arrange for a testimonial
- Announce an appointment
- Celebrate an anniversary
- Invent then present an award
- Stage a debate
- Organize a tour of your business or projects
- Issue a commendation
The advantages of publicity are low cost, and credibility (particularly if
the publicity is aired in between news stories like on evening TV news casts).
The disadvantages are lack of control over how your releases will be used, and
frustration over the low percentage of releases that are taken up by the
media.
see also:marketing, promotion, public relations, publicity stunt
