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Publicity is the deliberate attempt to manage
the public's perception of a subject, usually
a person, company, product, or brand. Publicity
is typically just one aspect of a larger marketing
plan. The unusual thing about publicity is that
the costs involved in generating publicity are
often relatively low, while the return can be
significant. Publicity can incorporate the dissemination
of promotional material to draw interest or generate
sales. Publicity can also be used simply to create
a "buzz" regarding a person, product, service,
or company.
All sorts of things can generate the attention
and interest of the general public. Part of a
good publicity campaign involves "creating spin"
and making something newsworthy. Here are a few
examples of the various types of publicity...
Press Release
A press release is often used in an attempt to
generate publicity for a product, service, organization,
individual, or event. Even in the age of blogs
and RSS feeds, a press release is still the simplest
and most effective way to gain media attention.
The news exposure and coverage that results from
a carefully planned and executed press release
is one of the best marketing values available
to small businesses. The price of sending a press
release is a fraction of what would be paid for
comparable advertising costs and exposure.
Sponsorship
Sponsorship of an industry event, contest, or
public service announcement can generate interest
as well as industry good-will. Sponsorship is
often used as a tool to gain publicity, and to
reinforce or establish a corporate brand, while
at the same time providing valuable, beneficial,
and often much-needed financial support to the
recipient.
Partnerships With Charities
Partnering with a charity or donating a percentage
of sales to a specific charity draws upon the
consumer's emotions. Charitable donations are
another great method of generating publicity,
and like sponsorships, it also provides a positive
impact for the recipient. A charitable business
shows that helping others triumphs over corporate
greed. Supporting non-controversial charitable
organizations can generate a positive result for
everyone involved.
A Good Story
Everyone loves a good story. Consider pitching
a feel-good story about how a company's product
or service saved a life, changes a life for the
better, or otherwise positively effected an individual
on a personal level. Life-changing events make
great stories and can generate terrific publicity.
Contests
In general, people love contests. The thought
of beating the odds and "winning" something brings
out the competitor in many people. Contests can
generate positive public relations.
Survey Results
Survey results or studies that show unusual or
unexpected results can be a great angle for publicity.
Sponsoring, collating, or publishing the survey
results in a meaningful way can be a good angle
for publicity.
Companies can manage their public relations by
spinning their publicity. Remember: publicity
is essentially a public relations effort focused
on generating editorial media coverage for an
organization and/or its products.
Related Articles:
How to
Send a Press Release
How to
Post a Press Release
How
to Write a Press Release
How
to Prepare for a Press Interview
During
a Press Interview
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Developer
101
Publicity