Publicity involves generating news about a company, product, or person through various media channels to increase public awareness. It differs from advertising in that companies do not pay for the exposure they receive. While publicity is a free form of promotion, companies have little control over the messages and can potentially receive negative coverage. Effective publicity strategies include creating buzz, making announcements, and leveraging relationships with journalists to obtain coverage.

1. PUBLICITY
Presented by : Sunil chichra
Rini Trivedi

2. PUBLICITY IS THE MOVEMENT OF INFORMATION WITH THE
EFFECT OF INCREASING PUBLIC AWARENESS OF A SUBJECT
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.
SHORT-TERM FOCUS
NOT ALWAYS UNDER THE CONTROL OF THE FIRM
CAN BE NEGATIVE AS WELL AS POSITIVE
NON-PAID COMMUNICATION

3.  Publicity is the free
mention of a product or
company
 Differs from advertising
because a company does
not pay for the exposure,
it gets in the media
 Major disadvantage is
that companies have lack
of control on it
 Sponsorship
A testimonial
 Someone’s analysis or
prediction
What it is ?
Examples of
Publicity
Tiger Woods Speech
If I squeeze out a
few tears I
wonder if I can
earn back some
of my
sponsors…

4. Brown’s Apology
Chris Brown's TV Apology with Rihanna
Michael Phelps
DUI and Drug Charges

5. OUTLINE
 Getting attention from the press
 Writing a good press release
 Communicating with the press
 Best practices

6. Reebok Used a
Press
Conference to
Announce the
Sponsorship of
Shakira

8. GETTING ATTENTION FROM THE PRESS
 Creating “Buzz”
 Famous by Association
 Tip from Julia Allison “Whenever someone takes a picture of me, I always try
to stand next to someone famous..”
 Making An Announcement
 Launch, Investment, Opening of an office, impressive statistics, new product
with hot new features
 Other options/Goodie
 A funny story
 Be part of a trend
 Mystery or something impressive

9. WRITING A GOOD PRESS RELEASE
 Only for announcing something traditional or classic
Communicating With the press
 Before sending press release
 Know and select the right media and journalist
 Know how the journalist prefer to receive information
 Send email with catchy/punch line and good title
along with exclusive information with some videos and pictures.

10. BEST PRACTICES
 Following up with a Journalist who hasn’t published
anything
 Corrections
 Competitors
 Social Media
 Facebook – activity on Fan pages can be news
 Twitter – sometimes tweets can be news worthy
 Quora – interesting replies to questions can lead to stories
 Top secrets

11. TYPES OF PUBLICITY
 Positive Publicity
 Negative Publicity

12. DEALING WITH NEGATIVE PUBLICITY
DO s Don’t s
 Open all
Communication lines
 Select a spoke person
 Be Empathetic
 Stay Calm
 Hesitation
 Litigation
 Retaliation
 Prevarication
 Pontification
 Confrontation
 Obfuscation

13. PUBLICITY TECHNIQUES
 Continous Public Relation Activities
 Local Community Involvement
 Newsletters, Newspapers and Company magazines
 Media Relations
 Employees Relations
 Shareholders and financial community relations
 Pre-planned, Short-term activities
 News, Press Conferences
 Ceremonies, opening and events
 Announcements
 Unpredictable, Short-term activities
 Handling Negative Publicity
 Media Interviews

14. Publicity
Public
Speaking
Lectures,
conferences
Presentations,
Speeches
Events
News Event
Management
Media
Relations
Press Conferences
Interviews, photo
calls
Press Releases

15. OUTCOMES OF PUBLICITY
 Attention
 Visibility
 Market Share
 Recognition
 Branding

16. ADVANTAGES
 It Is Credible
 It is Cost Effective
 Often generates High Frequency of exposure
Disadvantages
 Less Control
 Less accuracy
 Few releases published