1. PUBLICITY
Publicity
• It is a direct function of PR.
• It is the task of getting editorial and news space as opposed to paid space in print and
broadcast media to promote a product, service or a company
o Publicity is the public visibility or awareness for any product, service or company.it is
one of the component of promotion and marketing.
o It is a non paid communication to promote the company in positive light using media
vehicles.
o It is done by third party.
o Major tool used in the publicity is press release which gives information about the
product.
o ‘’The non-personal stimulation of demand for a product, service, or business unit by
planting commercially significant news about it in a published medium or obtaining
favourable presentation of it upon radio, television or stage that is not paid for by the
sponsor.’’
[American Marketing Association]
o Generating news about a product or service in the media
o Publicity is the deliberate attempt to manage the publics perception of a subject.
o The subjects of publicity include people (for example, politicians and performing
artists), goods and services, organizations of all kinds, and works of art or
entertainment.
USES
Attracts publics attention
maintain public visibility
provide information
change attitudes
Purpose of publicity
Favorable publicity increase the credibility and result in building faith in the product or
company where as unfavorable publicity will result in creating doubt in the mind of
people for the product or the company.
Favourable publicity increase the demand and unfavorable publicity decrease the
demand.
2. Effects of bad publicity
Loss of trust from the public
Effects on sale i.e reduces the sale of the product
Possibility to fall in investigation
Financial loss
Cease-and-Desist Orders of the company
Some criteriatodistinguishpublicity andadvertisement
The extent of truth is greater in publicity as compared to advertising
Advertising is always related to business while publicity may be moral, social and
political also.
Most of the times in advertising social responsibility ignored while in publicity special
focus is given on social responsibility
Advertising is paid form of ideas,goods and services while publicity is not paid by
sponsor
TYPES OF PUBLICITY
1. Positive Publicity
2. Negative Publicity
DEALING WITH NEGATIVE PUBLICITY DO s Don’t s
DO’s
Open all Communication lines
Select a spoke person
Be Empathetic
Stay Calm
DONT’s
Hesitation
Litigation
Retaliation
Prevarication
Pontification
Confrontation
Obfuscation
PUBLICITY TECHNIQUES
1. Continuous public relation activities
2. Pre-planned short term activities
3. 3. Unpredictable short term activities
Continuous publicity activities
Community involvement-local and industry
News letters, news papers, company magazines
Employee relations
Media kits and photography
Shareholder, owner, and financial community relations
Preplanned short term activities
News or press release
Press conference
Ceremonies, openings, and events
Announcements
Marketing research
Unpredictable short term activities
Handling negative publicity
Media interviews
OUT COMES OF PUBLICITY
o Attention
o Visibility
o Market share
o Recognition
o Branding
4. DISADVANTAGES
o less control
o Less accuracy
o Few release published
o Inaccurate information
o May fail to reach the desired audience
o Usually not repeated
o Expensive if staff hired
o Can cause harm
ADVANTAGES
o Credible
o cost effective
o Often generates high frequency of exposure
o Helps increase profits
o Easier to do business
o Hiring easier
o Saves advertising money
Characteristics of Publicity
Publicity can be positive or negative
Publicity has credibility because people believe the media is objective and presents facts
Publicity reaches a mass audience because a large number of people follow the news,
especially the national news
Publicity is intended to inform rather than to sell
Publicity does not have a sponsor
Publicity cannot be controlled by the recipient
Publicity does have costs when a business engages staff to write news releases for the
media