Publicity

Some insight of what publicity is and what it does!

1. By - Sameer Savla

2. What is Publicity It's a non-paid communication to promote your company in a positive light using media vehicles like television, radio, magazines and newspapers. It is done by the third party. The major tool used in the publicity is press release. It provides information about a product or product related activities.

3. The Uses of Publicity Attract public’s Attention Maintain public Visibility Provide Information Change Attitudes Combat negative publicity from another source

4. Difference Between Publicity & PR Publicity Short term strategy Positive & Negative Information Less control PR Over a period of time Positive information Controlled

5. Advantage of publicity It is credible. It is cost effective. Often generates high frequency of exposure.

6. Disadvantage of publicity It has less control. Very few releases published by an organization actually get taken up by the media. Less accuracy.

7. Publicity Techniques Three distinct categories of techniques: Continuous public relations activities Pre-planned, short-term activities Unpredictable, short-term activities

8. Continuous publicity activities Local community involvement Industry community involvement Newsletters, newspapers, and company magazines Employee relations Media relations Media kits and photography Shareholder, owner, and financial community relations

9. Pre-planned , short-term activities:- News or press releases News or press conferences Ceremonies, openings, and events Announcements Marketing research Unpredictable, short-term activities :- Handling negative publicity Media interviews