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. Publicity Techniques
Three distinct categories of techniques:
1. Continuous public relations activities
2. Pre-planned, short-term activities
3. Unpredictable, short-term activities
5. 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
6. 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
7. Advantage of publicity
• It is credible.
• It is cost effective.
• Often generates high frequency of exposure.
8. Disadvantage of publicity
• It has less control.
• Very few releases published by an organization actually get
taken up by the media.
• Less accuracy.
