Professional Documents
Culture Documents
PUBLICITY
Publicity is gaining public visibility or awareness
for a product, service or your company via the
media
The subject of publicity include people ,goods and
services organizations of all kinds ,and
entertainment.
PURPOSE OF PUBLICITY
Favorable publicity increase the credibility and
result in building faith in the product or
company.
Where as unfavorable publicity will result in
creating doubt in the mind of people for product
or the company.
CHARACTERISTICS OF
PUBLICITY
Nonpaid Form
Various Media
Objectives
Control of Producer
Costs
OBJECTIVES OF PUBLICITY
Building Corporate Image: People trust more
on what press reporters, columnists, or
newsreaders say via mass media independently
than what the company says.
Economy: It is a cost saving medium. Here, a
company is not required to pay for message
preparation, buying space and time, etc
Continued......
Assisting Middlemen and Salesmen:
Information conveyed through publicity speaks a
lot of things on behalf of sellers.
Building Interest on Product Categories:
Due to more trusted news, people build interest
in various products and activities.
Newsworthiness Information: Publicity
publicizes the fact in an interesting ways.
Publicity is eyecatching in nature
EFFECTS OF BAD PUBLICITY
Loss of trust from the public
Effect on sale
Possibility to fall in investigation
Financial loss
SOME CRITERIA TO DISTINGUISH
PUBLICITY AND ADVERTISEMENT
The extent of truth is greater in publicity as compared
to advertisement
Advertisement is always related to business while
publicity may be moral ,social and political
Most of time in advertising social responsibility ignored
while in publicity special focus is given on social
responsibility
Advertising is paid form ideas ,goods and services while
publicity is not paid by sponsor
OUTCOMES OF PUBLICITY
Attention
Recognition
Market share
Branding
PUBLIC
RELATIONS
DEFINITION:
Public relations (PR) is the way organizations,
companies and individuals communicate with the
public and media.
Public relations strengthens the relationship between
the organization and its target audience, employees,
stakeholders, investors, etc
A PR specialist communicates with the target audience
directly or indirectly through media with an aim to
create and maintain a positive image and create a
strong relationship with the audience.
WHY DO WE NEED PUBLIC
RELATION?
It is the key function of business or an essential
strategy to manage one’s reputation which helps to
accomplish important goals such as building trust
among public, increasing news media and social
media presence.
WHY PR IS IMPORTANT?
It helps to promote goodwill and communication
between company and consumer. Good public
relationship builds relationship with your
customer.
Types of public relations :
Media Relations
Government Relations
Community Relations
Internal Relations
Customer Relations
FUCTIONS OF THE PR DEPARTMENT
Press relations
Product publicity
Corporate communication
Lobbying
Building credibility
MAJOR PR TOOLS :
Newspapers
Press release
TV
Speeches
Special events
Public service activities
PR PROCESS
Fact Finding/ research
Planning
Communication
Research Evaluation
CORPORATE ADVERTISING
CORPORATE ADVERTISING
A form of institutional advertising focusing not on
a particular product or product range but on the
organization itself; the objective of corporate
advertising may be patronage, image or issue.
The primary purpose is promoting the name,
image, personnel, or reputation of a company,
organization, or industry.
OBJECTIVES :
To create awareness about the existence of the
company & purpose for which is had been
established.
To give it a recognizable identity.
Create a positive image for the firm
Communicate the organization’s viewpoint
Establish diversified company’s identity
Smooth labor relations
WHO USES CORPORATE ADVERTISING
AND WHY?
Larger corporations which tend to be more
diversified use corporate advertising to establish
a coherent reputation out of a variety of
activities, products and services.
A good corporate advertising can clarify and
enhance a company’s reputation.
In a closer look the companies invest in corporate
advertising campaigns for three main reasons:
•Increase Sales,
•Create a Stronger Reputation
•Recruit and Retain Employees
TYPES OF CORPORATE ADVERTISING :
Image advertising
Sponsorships
Cause related marketing
Advocacy Advertising
H A N K
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