2. Sub:- Integrated Marketing &
Communication
TOPIC- PUBLICITY PROCESS
SUBMITTED TO- Ms. GARIMA MISHRA
SUBMITTED BY โ TRIPTY
BJMC SEMESTER 3rd
CAT 1 Assignment
3. PUBLICITY PROCESS
๏ง Publicity comprises non-personal communication by
third- party sources regarding an organizationโs
products. It includes activities to provide newsworthy
information to reporting sources like the media to build
a favourable image of the organization and its products.
๏ง Publicity involves the generation of news about a
company, product, service, brand or person in various
media. It is a subset of the public relations effort.
Key Points Regarding Publicity:-
๏ง Publicity is generally short-term focused.
๏ง Publicity is not always under the control of the firm.
๏ง Publicity can be negative as well as positive.
11. OUTLINE:-
๏ GETTING ATTENTION FROM PRESS.
๏ WRITING A GOOD PRESS RELEASE.
๏ COMMUNICATINGWITHTHE PRESS.
๏ BEST PRACTICES.
12. THE POWER OF PUBLICITY
๏ Perceived as more credible.
๏ Often perceived as endorsed by the medium
in which it appears.
๏ Often has high news value.
๏ Often generates high frequency of exposure.
13.
14. PUBLICITY TECHNIQUES-
๏ CONTINUOUS PUBLIC RELATION ACTIVIES
โข Local Community involvement
โข Newsletters, newspapers & Company magazines
โข Media Relations
โข Employees Relations
โข Shareholders and financial community relations
๏ Preplanned, Short-Term Activities
โข News, Press conferences
โข Ceremonies, Opening and events
โข Announcements
๏ Unpredictable, Short-Term Activities
โข Handling, Negative Publicity
โข Media Interviews
15. GETTING ATTENTION FROM THE
PRESS:
๏ Creating โBuzzโ
๏ Famous By Association
๏ Making An Announcement
โข Lunch, Investment, Opening Of An Office, Impressive Statistics, New Product
With Hot New Features
๏ Other Option/ Goodie
โข A funny story
โข Be Part Of ATrend
โข Mystery Or Something Impressive.
16. ADVANTAGES:-
๏ง It Is Credible
๏ง It Is Cost Effective
๏ง Often Generates High Frequency Of Exposure
DISADVANTAGES:-
๏ง Less Control
๏ง Less accuracy
๏ง Few Releases Published
17. WRITING A GOOD PRESS RELEASE
๏ Only For Announcing SomethingTraditional Or
Classic
๏ฑ Communicating WithThe Press
๏ Before sending press release
โข Know And Select The Right Media & Journalist
โข Know How The Journalist Prefer to Receive Info
โข Send Email With Catch by/Punch Line and Good Title
Along With Exclusive Information With Some Videos And
Pictures.