Why You Need Publicity-Sherri Rosen Publicity
“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), goods and services, organizations of all kinds, and works of art or entertainment.
From a marketing perspective, publicity is one component of promotion. The other elements of the promotional mix are advertising, sales promotion, and personal selling. Promotion is one component of marketing.
between the client and selected target audiences, publicity is the management of product- or brand-related communications between the firm and the general public. It is primarily an informative activity (as opposed to a persuasive one), but its ultimate goal is to promote the client’s products, services, or brands. A publicity plan is a planned program aimed at obtaining favorable media coverage for an organization’s products – or for the organization itself, to enaphance its reputation and relationships with stakeholders.
A basic tool of the publicist is the press release, but other techniques include telephone press conferences, in-studio media tours, multi-component video news releases (VNR’s), newswire stories, and internet releases. For these releases to be used by the media, they must be of interest to the public ( or at least to the market segment that the media outlet is targeted to). The releases are often customized to match the media vehicle that they are being sent to. Getting noticed by the press is all about saying the right thing at the right time. A publicist is continuously asking what about you or your company will pique the reader’s curiosity and make a good story? The most successful publicity releases are related to topics of current interest. These are referred to as news pegs. An example is if three people die of water poisoning, an alert publicist would release stories about the technology embodied in a water purification product.
But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. Examples of this include:
Contests
Art exhibitions
Event sponsorship
Arrange a speech or talk
Make an analysis or prediction
Conduct a poll or survey
Issue a report
Take a stand on a controversial subject
Arrange for a testimonial
Announce an appointment
Celebrate an anniversary
Invent then present an award
Stage a debate
Organize a tour of your business or projects
Issue a commendation
The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (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, and frustration 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 are of particular interest because they are themes in human lives which feature heavily throughout life. In television serials several couples have emerged during crucial ratings and important publicity times, as a way to make constant headlines. Also known as a publicity stunt, the pairings may or may not be truthful.
Publicists
A publicist is a person whose job is to generate and manage publicity for a product, public figure, especially a celebrity, or for a work such as a book or movie.”
Please contact us for any of your publicity needs. We would enjoy hearing from you.
Sherri Rosen Publicity, NYC, l5 Park Row, Suite 25C, NYC l0038, www.sherrirosen.com. “When It Comes to Publicity We Believe In Hard Work and Magic!!!” www.sherrirosen.com
This entry was posted on Wednesday, November 7th, 2007 at 9:32 am and is filed under Industry News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
