publicity lect
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Public Relation &
Publicity
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Public Relation is a management function that
involves
1. Monitoring and evaluating public attitudes,
2. Maintaining mutual relations and
3. Understanding between an organization and its
public.
Public could include shareholders, government,
consumers, employees and the media.
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Objective of PR is to improve channels of
communication and to establish new ways of
setting up a two-way flow of information and
understanding.
A fundamental technique used in public relations
is to identify the target audience, and to conveyevery message to appeal to that audience.
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Common activities includes
1. Speaking at conferences,
2. Winning industry awards,
3. Working with the press,
4. Employee communication.
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Publicity
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Publicity is the deliberate attempt to managethe public's perception of a subject.
The subjects of publicity include people (forexample, politicians and performing artists),goods and services, organizations of all
kinds.
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Publicity is typically generated from anorganization's public relations departmentand its goal is to gain media coverage.
Publicity involves supplying information thatis factual, interesting, and newsworthy to
media not controlled by you, such as radio,television, magazines, newspapers, andtrade journals
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A publicity plan is a planned programaimed at obtaining favorable mediacoverage for an organization's products - orfor the organization itself, to enhance itsreputation and relationships withstakeholders.
Publicity tools includes Press release,
Speeches, Seminars, Annual Report,Sponsorship, Company magazine, etc
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Forms of Publicity
SpecialEvents
Companymagazine
AnnualReport
Speeches
News
Sponsorship
PublicService
Activities
Web Site
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The most successful publicity releases arerelated to topics of current interest. Theseare referred to as news pegs.
Publicity is the end result and one factor of apublic relations campaign or strategy.
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Examples of this include:Art exhibitions, Event sponsorship, Arrangea speech or talk, Issue a report, Take a
stand on a controversial subject, Announcean appointment, Celebrate an anniversary,Invent then present an award.
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The advantages of publicity are low cost,and credibility (particularly if the publicity isaired in between news stories like on evening
TV news casts).
The disadvantages are lack of control over
how your releases will be used, andfrustration over the low percentage ofreleases that are taken up by the media.
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Public relations professionals consider "PR"to be more of a long term and ongoing effort.
Publicity is often more of a "one shot deal."
- It is an attempt to secure positive news
coverage or word-of-mouth.
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Advertisement through Publicity
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