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Publicity

This document discusses publicity, which is non-paid communication to promote a company using third-party media like television, radio, and newspapers. Publicity provides information about products and activities to attract public attention, maintain visibility, and provide information. While publicity has less control and accuracy than PR, it is credible and cost-effective. The document outlines techniques for continuous publicity like community involvement, newsletters, and media relations, as well as pre-planned activities like press releases and events.

Education◦
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By - Sameer Savla
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.
The Uses of Publicity • Attract public’s Attention • Maintain public Visibility • Provide Information • Change Attitudes • Combat negative publicity from another source
Difference Between Publicity & PR Publicity • Short term strategy • Positive & Negative Information • Less control PR • Over a period of time • Positive information • Controlled
Advantage of publicity • It is credible. • It is cost effective. • Often generates high frequency of exposure.
Disadvantage of publicity • It has less control. • Very few releases published by an organization actually get taken up by the media. • Less accuracy.
Publicity Techniques Three distinct categories of techniques: 1. Continuous public relations activities 2. Pre-planned, short-term activities 3. Unpredictable, short-term activities
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
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
Publicity