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DK 2424
PUBLICITY
Publicity is different from that of the advertisement. There is often a misconception that the publicity and the advertisements are one and the same.
Publicity is non-paid, non-personal communication to promote the products, services, or image of the company.
Publicity is a message issued on behalf of some product or cause or idea or person or institution; "the packaging of new ideas"
Publicity is one of the variables that comprise the promotional mix.
Non-personal stimulation of demand for a product/service or business organisation as a whole by putting commercially significant news in media to create a favourable image. It is not paid for by the sponsor. The dissemination of promotional material to draw interest or generate sales is the publicity. It is a news item or story which conveys information of interest to the readers of a publication.
Thus publicity is a tool of public relations focused on generating editorial media coverage for an organisation and/or its products
Basically,there is a department within a publishing house which organizes ‘free’ promotion of titles published, often through the sending out of review copies or soliciting coverage in the broadcast media; often nowadays in larger firms a part of the marketing department.
Publicity is normally done by the the Media, the advertisers or the public.
What is Publicity?
Publicity is positive news about business that disseminate to current and potential customers, employees, and neighbors. The goal of publicity is Goodwill. The company wants the public to know the good and true things about business and to reject the untrue. A good publicity programme will manage Public Opinion so as to have good Public Relations.
Publicity is not advertising or an advertisement disguised as a news story, although it can reinforce advertising and sometimes replace it. Publicity is not salesmanship and cannot replace salesmanship but publicity will make selling easier. Publicity is not marketing but publicity should be part of every marketing plan.
The customers are inherently suspicious of all the traditional selling methods. They ignore many advertisements and don't believe the rest. They toss out without reading anything which has been sent to them in the mail .They distrust sales people. Every time the company tries to sell the product to a new customer, their response is "I don't know you. I don't know your company. I don't know your products. I don't know what reputation your company has for quality and service. Why should I buy from you?"
This attitude is an obstacle that company must be overcomed before they can make a sale.
Thus, Publicity is the only solution for such problems.
If the company has an effective publicity program then the potential customers will know positive facts about the company before they make the first call. Thus, handling such a person, who is aware about the company and knows about the charity and reputation of the company, is always better than handling a person who questions every time(as mentioned about.)
So there are actually three levels of publicity. The first tier is positive publicity. The second tier is negative publicity. The third and lowest tier is no publicity at all.
Merits of Publicity:
Publicity has the following advantages over other marketing methods:
A. Publicity has no costs for ad space or message time. Publicity is news so advertising media costs are avoided.
B.Publicity has high credibility. Everyone old enough to read a newspaper has a mental barrier of scepticism protecting them from the blandishments of traditional advertisements, but publicity is news so people reading your message give it the same credibility as any other news story.
C.Publicity has high audience attention. When you watch TV or read the newspaper don't you usually ignore the ads? So does everyone else, but publicity is not an advertisement so far more people receive your message.
D.Publicity reaches a mass audience. The high cost of advertisements and sales calls, forces the company to focus their efforts on those whom they believe are prospective customers. Publicity spreads message broadcast so it reaches everyone, including potential customers.
Although publicity can, under special circumstances, replace more conventional selling methods, it works best when used in conjunction with effective advertising and sales programmes.
Demerits of Publicity:
Publicity also has some disadvantages. They are:
A. It is difficult to plan; timing may be more a matter of taking advantage of circumstances than carrying out a schedule.
B. Unlike advertising, you can't control when, where, or even if your message will be broadcast.
But in our industry, the two main disadvantages are:
C. It requires persistence and an eye for news. To build and maintain a positive image requires a constant stream of publicity messages over years rather than weeks or months. A one-shot publicity program is a contradiction in terms.
D. The other disadvantage is that most business managers cannot see the news in their business. Effective publicity requires that company should be able to see its business not through the jaded eye of someone who has unlocked the front door every day for years, but as it would be seen by an intelligent, interested person who has no knowledge of the company. What one may see as routine, even trivial, may be highly interesting news to the public with whom the company is trying to communicate to.
Publicity is different from that of the advertisement. There is often a misconception that the publicity and the advertisements are one and the same.
Publicity is non-paid, non-personal communication to promote the products, services, or image of the company.
Publicity is a message issued on behalf of some product or cause or idea or person or institution; "the packaging of new ideas"
Publicity is one of the variables that comprise the promotional mix.
Non-personal stimulation of demand for a product/service or business organisation as a whole by putting commercially significant news in media to create a favourable image. It is not paid for by the sponsor. The dissemination of promotional material to draw interest or generate sales is the publicity. It is a news item or story which conveys information of interest to the readers of a publication.
Thus publicity is a tool of public relations focused on generating editorial media coverage for an organisation and/or its products
Basically,there is a department within a publishing house which organizes ‘free’ promotion of titles published, often through the sending out of review copies or soliciting coverage in the broadcast media; often nowadays in larger firms a part of the marketing department.
Publicity is normally done by the the Media, the advertisers or the public.
What is Publicity?
Publicity is positive news about business that disseminate to current and potential customers, employees, and neighbors. The goal of publicity is Goodwill. The company wants the public to know the good and true things about business and to reject the untrue. A good publicity programme will manage Public Opinion so as to have good Public Relations.
Publicity is not advertising or an advertisement disguised as a news story, although it can reinforce advertising and sometimes replace it. Publicity is not salesmanship and cannot replace salesmanship but publicity will make selling easier. Publicity is not marketing but publicity should be part of every marketing plan.
The customers are inherently suspicious of all the traditional selling methods. They ignore many advertisements and don't believe the rest. They toss out without reading anything which has been sent to them in the mail .They distrust sales people. Every time the company tries to sell the product to a new customer, their response is "I don't know you. I don't know your company. I don't know your products. I don't know what reputation your company has for quality and service. Why should I buy from you?"
This attitude is an obstacle that company must be overcomed before they can make a sale.
Thus, Publicity is the only solution for such problems.
If the company has an effective publicity program then the potential customers will know positive facts about the company before they make the first call. Thus, handling such a person, who is aware about the company and knows about the charity and reputation of the company, is always better than handling a person who questions every time(as mentioned about.)
So there are actually three levels of publicity. The first tier is positive publicity. The second tier is negative publicity. The third and lowest tier is no publicity at all.
Merits of Publicity:
Publicity has the following advantages over other marketing methods:
A. Publicity has no costs for ad space or message time. Publicity is news so advertising media costs are avoided.
B.Publicity has high credibility. Everyone old enough to read a newspaper has a mental barrier of scepticism protecting them from the blandishments of traditional advertisements, but publicity is news so people reading your message give it the same credibility as any other news story.
C.Publicity has high audience attention. When you watch TV or read the newspaper don't you usually ignore the ads? So does everyone else, but publicity is not an advertisement so far more people receive your message.
D.Publicity reaches a mass audience. The high cost of advertisements and sales calls, forces the company to focus their efforts on those whom they believe are prospective customers. Publicity spreads message broadcast so it reaches everyone, including potential customers.
Although publicity can, under special circumstances, replace more conventional selling methods, it works best when used in conjunction with effective advertising and sales programmes.
Demerits of Publicity:
Publicity also has some disadvantages. They are:
A. It is difficult to plan; timing may be more a matter of taking advantage of circumstances than carrying out a schedule.
B. Unlike advertising, you can't control when, where, or even if your message will be broadcast.
But in our industry, the two main disadvantages are:
C. It requires persistence and an eye for news. To build and maintain a positive image requires a constant stream of publicity messages over years rather than weeks or months. A one-shot publicity program is a contradiction in terms.
D. The other disadvantage is that most business managers cannot see the news in their business. Effective publicity requires that company should be able to see its business not through the jaded eye of someone who has unlocked the front door every day for years, but as it would be seen by an intelligent, interested person who has no knowledge of the company. What one may see as routine, even trivial, may be highly interesting news to the public with whom the company is trying to communicate to.
