Presentation on theme: "PUBLICITY & PUBLIC RELATIONS. 2 Publicity Publicity is unpaid media coverage of a business. It can be positive or negative, but can be very powerful."— Presentation transcript:
2 Publicity Publicity is unpaid media coverage of a business. It can be positive or negative, but can be very powerful.
3 Negative Publicity Negative publicity can damage sales for a company or for an entire industry. The Bre-X Minerals scam of the late 1990s set back the junior mining industry for years.
4 Positive Publicity Planned or unplanned, positive publicity enhances the product and improves company value. Provides third-party endorsement and is unpaid. Any product that makes it on the Oprah Winfrey show in a giveaway receives tons of publicity.
5 Public Relations The management of publicity including: crisis management lobbying communications media relations
6 Crisis Management Damage control for when things go wrong. Correct the problem and publicize the correction. Turn it into a benefit if possible. The tampering of Tylenol bottles in 1982 led to 7 deaths in the U.S.A.. The bottles were recalled, tamper-proof bottles were introduced and the product was re-launched.
7 Lobbying Professionals are often hired to pressure government representatives to vote a certain way on an issue. Very prevalent in the United States as lobbyists can influence politicians and lawmakers to a considerable extent.
8 Communications Brochures to potential customers and annual reports to potential investors. All publically traded companies in the U.S. must file regular financial documents to the S.E.C.
9 Media Relations Using a database, PR professionals will target specific media with specific stories.
11 Breakdown of Spinning Press Releases are crafty pieces that say positive things about a product or service or company. Often go in a Press Kit with background pieces. Handed out at Press Conferences. All expenses paid Press Junkets may also be a part of it.
12 Targets Consumer targets Business targets Regional or national
13 Photo Ops Special events are often used to draw the media. Staged events Book signings Celebrities at fundraisers
14 What does the Media want? Experts Great visuals or sound bites Facts and stats Tips Relevant angle
15 Media Training Take control Set it up, don’t show dirty laundry Stay on message Watch non-verbal message Don’t mention competitors Don’t wing it Address ‘negatives’