Publicity is the deliberate attempt to manage the public's perception of a subject.The subjects of publicity include people (for example, politicians and performing artists), goodsand services, organizations of all kinds, and works of art or entertainment.From a marketing perspective, publicity is one component of promotion which isone component of marketing. The other elements of the promotional mix are advertising, salespromotion, direct marketing and personal selling. Examples of promotional tactics include:artexhibitions,event sponsorship,arrange a speech or talk.make an analysis or prediction,conduct apoll or survey,issue a report,take a stand on a controversial subject,arrange for atestimonial,announce an appointment,invent then present an award,stage a debate,organize a tourof your business or projects,issue a commendation.Publicity ensures the connection between products or services and people. For itsefficiency, the public campaigns need to coincide with the products and to correspond with thepeople’s needs in expressing and sustaining a competitive advantage.
The advantages of publicityare low cost, and credibility (particularly if the publicity is aired in between news stories like onevening TV news casts). New technologies such as weblogs, web cameras, web affiliates, andconvergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, andfrustration over the low percentage of releases that are taken up by the media.Publicity draws on several key themes including birth, love, and death. These areof particular interest because they are themes in human lives which feature heavily throughoutlife. In television serials several couples have emerged during crucial ratings and importantpublicity times, as a way to make constant headlines. Also known as a publicity stunt, thepairings may or may not be according to the fact.Publicity comprises advertising, of course; it comprises the radio, the moving picture, magazinearticles, speeches, books, mass meetings, brass bands, parades; everything involved in theexpression of an idea or of an institution-including the policy or the idea expressed.