Publicity is non-paid communication to promote a company using media like television, radio and newspapers. It is done through third parties using press releases to provide information about products or activities. Publicity can attract attention, maintain visibility, provide information, change attitudes and combat negative publicity. There are three categories of publicity techniques - continuous PR activities, pre-planned short-term activities, and unpredictable short-term activities. Publicity has advantages of being credible and cost-effective with frequent exposure, but has less control and accuracy than paid advertising.

1. By- Itishree Pattanaik

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.

9. THANK YOU