PUBLICITY

Presented by : Sunil chichra

Rini Trivedi

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

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…

Brown’s Apology

DUI and Drug Charges

Chris Brown's TV Apology with Rihanna

Michael Phelps

OUTLINE

Getting attention from the press

Writing a good press release

Communicating with the press

Best practices

Reebok Used a

Press

Conference to

Announce the

Sponsorship of

Shakira

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

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.

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

TYPES OF PUBLICITY

Positive Publicity

Negative Publicity

DEALING WITH NEGATIVE PUBLICITY

Open all

Communication lines

Select a spoke person

Be Empathetic

Stay Calm

Hesitation

Litigation

Retaliation

Prevarication

Pontification

Confrontation

Obfuscation

DO s Don’t s

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

Publicity

Public Speaking

Lectures, conferences

Presentations, Speeches

EventsNews Event Management

Media Relations

Press Conferences

Interviews, photo calls

Press Releases

OUTCOMES OF PUBLICITY

Attention

Visibility

Market Share

Recognition

Branding

ADVANTAGES

It Is Credible

It is Cost Effective

Often generates High Frequency of exposure

Disadvantages

Less Control

Less accuracy

Few releases published