School Of Media &

Communication

studies

Sub:- Integrated Marketing &

Communication

TOPIC- PUBLICITY PROCESS

SUBMITTED TO- Ms. GARIMA MISHRA

SUBMITTED BY – TRIPTY

BJMC SEMESTER 3rd

CAT 1 Assignment

PUBLICITY PROCESS

Publicity comprises non-personal communication by third- party sources regarding an organization’s products. It includes activities to provide newsworthy information to reporting sources like the media to build a favourable image of the organization and its products.

Publicity 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.

Key Points Regarding Publicity:- Publicity is generally short-term focused.

Publicity is not always under the control of the firm.

Publicity can be negative as well as positive.

Examples Of Publicity:-

Sponsorship

Someone’s analysis or prediction

A testimonial

TYPES OF PUBLICITY:

Positive Publicity

Negative Publicity

OUTCOMES OF PUBLICITY :-

ATTENTION

VISIBILITY

MARKET SHARE

RECOGNITION

BRANDING

PUBLICITY VEHICLES:-

FEATURE

ARTICLE

SPECIAL

EVENTS

CAPTIONED PHOTOS

NEWS

RELEASES

PRESS

CONFERENCES

PUBLICITY

PUBLIC

SPEAKING

EVENTS

MEDIA

RELATIONS

LECTURES,

CONFERENC

ES

PRESENTATI

ONS,

SPEECHES

NEWS EVENT

MANAGEMENT

PRESS

CONFERENCES

INTERVIEWS,

PHOTO CALLS

PRESS RELEASES

OUTLINE:-

GETTING ATTENTION FROM PRESS.

WRITING A GOOD PRESS RELEASE.

COMMUNICATING WITH THE PRESS.

BEST PRACTICES.

THE POWER OF PUBLICITY

Perceived as more credible.

Often perceived as endorsed by the medium in which it appears.

Often has high news value.

Often generates high frequency of exposure.

PUBLICITY TECHNIQUES-

CONTINUOUS PUBLIC RELATION ACTIVIES

• Local Community involvement

• Newsletters, newspapers & Company magazines

• Media Relations

• Employees Relations

• Shareholders and financial community relations

Preplanned, Short-Term Activities

• News, Press conferences

• Ceremonies, Opening and events

• Announcements

Unpredictable, Short-Term Activities

• Handling, Negative Publicity

• Media Interviews

GETTING ATTENTION FROM THE

PRESS:

Creating “Buzz”

Famous By Association

Making An Announcement• Lunch, Investment, Opening Of An Office, Impressive Statistics, New Product

With Hot New Features

Other Option/ Goodie• A funny story

• Be Part Of A Trend

• Mystery Or Something Impressive.

ADVANTAGES:-

It Is Credible

It Is Cost Effective

Often Generates High Frequency Of Exposure

DISADVANTAGES:-

Less Control

Less accuracy

Few Releases Published

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 & Journalist

• Know How The Journalist Prefer to Receive Info

• Send Email With Catch by/Punch Line and Good Title Along With Exclusive Information With Some Videos And Pictures.