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Objectives To define publicity.
To explore the benefits publicity provides. To examine the dangers which publicity offers.
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Publicity Is defined as the unpaid communication techniques designed to gain public interest Can be thought of as a free form of advertising Targets a mass audience Example: A story on the news featuring an organization’s participation in a local blood drive.
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Publicity vs Advertising
free content up to discression of journalist offers more credibility; third-party endorsement Advertising paid client determines content audience may be skeptical of trusting the advertisement
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Targeting the Media Is the first step many organizations take when wanting to gain publicity Involves issuing video or audio news release, writing press releases, holding interviews, and holding press conferences when necessary Allows for the organization to publicize the story and help control their image Includes featuring stories in newspapers, on the radio, on television and even on the Internet Example: To generate publicity for their clothing drive, an organization should contact all their local media outlets with information on their story.
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Video & Audio News Releases
Are informative pieces put together on behalf of a company or product and distributed to television and radio news stations Are aired during news programming as a news-story some video news releases only provide footage and allow the anchor to record the narration Are usually only aired if they are professional and do not blatantly advertise a product
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Press Releases Are short, written forms of communication which are issued by an organization Are used to inform the public about something Can be distributed via newspapers, magazines, Web sites, and radio or television broadcasts Account for the most popular way an organization reaches the public
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Interviews Are one on one meetings between an organization’s representative and a reporter Provide the press with information concerning the organization Do not award the interviewee a right to determine the direction or content of the story Will go much smoother if the interviewee prepares for the interview
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Press Conferences Are open forums where the representative of an organization often offers a statement then answers questions posed by the audience, which consists of members of the press Should only be used for important, pressing issues holding a press conference for every announcement made could harm your relations with the press
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Press Conferences Are not preferred by members of the press as they present all reporters with the same information no unique angle or exclusive information is given to one news source over the other Can usually be replaced with a press release, saving everyone time and energy
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Becoming a Media Target
Often occurs after a negative incident occurs Involves media professionals, often reporters, running stories covering the negative aspects of an organization May persuade current and future customers to take business elsewhere
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Becoming a Media Target
Requires a quick response from an organization issue press releases, be interviewed, hold a press conference highlight the positives, correct any mistakes reported most importantly, sincerely apologize for the organization’s actions Example: If an organization is caught using donations for items other than for what they were intended, media professionals may start contacting representatives from the organization to comment on the incident and give exclusive interviews.
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Print Media Includes the traditional forms of media, such as newspapers and magazines Is the most commonly used media source for generating publicity easier to have published than aired on television Can generate publicity through the following: news stories opinion stories letters to the editor local reviews of companies/organizations
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Electronic Media Includes radio, television and the Internet
Reaches a larger audience than print based media Is more selective about what stories are run than print media, especially in television broadcast news programming has a limited amount of time in which they can report the news, so if a more pressing story comes up, a less important story may get cut to make time
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Press Releases Are a short, written statement issued by an organization Provide information concerning the organization, whether it be: the organization’s stance on an issue promoting a new product which will be released
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Press Releases Can be printed in a newspaper, magazine or website
Can be read or summarized on the television and radio Account for the most common way an organization generates publicity
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Interviews Often occur when a reporter is getting further details for a story Can allow the interviewee to give their perspective on issues if the story is negative, the interviewee can help highlight the positives Are not always used in the news story if the interviewee’s views are not expressed, a letter can be written a letter to the editor and expressed there
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Publicity Can also be gained through the following methods:
publicity stunts viral marketing visibility awards bartering high-profile endorsement groups business conventions speaking engagements
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Publicity Stunts Are staged events which are designed to attract the public’s attention Are usually large and elaborate in order to gain as much attention as possible Aim to get the public talking about the event long after it occurs, even if they were not there Offer some news value and provide the opportunity for interviews, photos, and video coverage Example: In order to promote the opening of a new branch, a pizza restaurant may try to break a record and bake the largest pizza in the world
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Viral Marketing Is also known as word of mouth marketing
Uses pre-existing social networks to increase brand awareness or accomplish other marketing objectives Relies on a large percentage of the audience to pass the message along to others, who will then continue to pass the message along Example: Advertisements which are attached at the bottom of an and forwarded to others when the circulates are considered a form of viral marketing.
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Visibility Is the ability of an organization to be seen by its public
Includes handing out free samples and demonstrations Helps establish brand recognition, or the ability of a company to be identified by its logo or other symbol Example: A local bank hands out piggy banks with their logo printed on them in hopes of becoming familiar with the customer and thus leading to future business.
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Awards Can generate publicity by acknowledging both the recipient and the award giver Consist of an organization creating and presenting an award to a member of their target audience which has an affiliation with their industry Demonstrate that the organization rewards their members and recognizes outstanding individuals Example: Local Teacher of the Year award sponsored by a newspaper.
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Bartering Involves two or more organizations negotiating deals to help one another Usually occurs between small businesses Features two or more companies displaying one another’s products in each other’s stores Example: A small hat boutique may display scarves from a local scarf shop in exchange for them featuring hats in their store.
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High-Profile Endorsements
Occur when a high-profile individual, such as a celebrity or famous athlete, is seen using a product Can be achieved by sending a product to the person, but this does not guarantee they will use it in public Are successful when the high-profile individual is seen using the product and others want to purchase the product as well Example: A new designer sends sample clothing to a famous celebrity. After the celebrity is seen wearing the outfit, the designer sees a large increase in sales.
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Groups Are small, social gatherings which allow for the discussion of a product Can be created by consumers as well as the producer Provide for more intimate and personal conversations concerning a product Example: A vineyard starts a wine tasting group to allow members to discuss their brand in comparison to others.
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Business Conventions Are large gatherings of professionals from the same industry Include trade shows, seminars, training sessions and networking events Are an ideal time to distribute business cards and press kits Example: The owner of a small bakery attends a convention for pastry chefs and distributes their business card and press kit. Because of this, a journalist writes an article covering the bakery and increases its customer base.
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Speaking Engagements Are an excellent way to not only gain publicity, but establish an expert in the field Include speaking at conventions, seminars and teaching classes Allow for a display of knowledge on a subject while also promoting the product and/or company Example: If you own a small business, offer to speak at a convention for entrepreneurs and offer advice drawn from your own experiences.
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Good Publicity Occurs when positive information concerning an organization is featured Is often generated by an organization’s public relations specialist Includes informing the philanthropic activities, charitable donations, and community service projects completed by an organization Public Relations Specialist: someone who works in a specific branch of public relations and whose main job is to promote their client Philanthropy: the act of voluntarily donating time, money, or other items and public services
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Good Publicity Can lead to the following: new customers sales increase
customer loyalty community pride positive future media relations
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Good Publicity Example
A florist donated all the flowers and decorations used at their local high school’s prom. After having a newspaper write an article covering this, the florist has seen an increase in the amount of customers coming to her for weddings, birthdays and other events.
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Negative Publicity Occurs when negative information concerning an organization is featured Often occurs after an organization has done something which affects the community in a negative or embarrassing way
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Negative Publicity Can be as simple as a reporter stating the facts of a situation if an organization is caught doing something illegal, that may be the lead story on the news that night, gaining plenty of negative publicity Can also occur when one person in a company is implicated in something if the vice president of an organization is caught embezzling, the public may view the company as a whole in a negative light
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Negative Publicity Can lead to the following: loss of customers
decrease in sales losing a competitive edge over rivals community distrust negative future media relations
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Negative Publicity Example
A story is aired on a local news station that a restaurant has been written up for not meeting all health codes. The repercussions from this could be that people would stop eating there, causing the restaurant to lose customers and money and driving customers to the other restaurants in the area.
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Defamation Is false communication which is aimed at injuring an individual’s reputation or career is known as libel in written publications is known as slander for spoken word Requires that the slanderous party intended to incur actual damage and knew the information was false prior to publication or speaking it Also requires that the injured party show some sort of damages which occurred because of the defamation Has legal and monetary repercussions
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Celebrities Are high profile individuals which the public recognizes for their talents and accomplishments Include movie and television stars, popular musicians, professional athletes, elected officials, etc. Often have problems with negative publicity increasingly, celebrities’ lives are constantly documented by paparazzi Do you believe celebrities have the same right to privacy as everyone else, or did that right disappear when they chose to become famous?
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Right of Publicity Is defined as an individual’s right to control and make a profit from the commercialized use of their name, likeness and persona Varies from state to state and there is no federal law on this topic only applies to celebrities and public figures in some states applies to everyone in some states
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Right of Publicity Differs from the right of privacy
the right of publicity provides a person with property rights in their identity the right of privacy protects a person from any emotional anguish incurred from the publication of personal facts which are embarrassing, intimate, or portray the person in an offensive manner
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Dangers and Benefits of Publicity
private life becomes public can turn the public opinion against you may lead to defamation and legal issues may result in loss of customers and sales Benefits gains your organization free attention can be used to improve an organization's reputation can bolster community support and pride may lead to an increase in customers and sales
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Assessment _________ is defined as the unpaid communication techniques designed to gain public interest. 2. _________ involves two or more organizations negotiating deals to help one another. 3. _________ is the ability of an organization to be seen by its public. 1. Publicity 2. Bartering 3. Visibility
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Assessment 4. True/False: The right of publicity provides a person with property rights in their identity. 5. True/False: Becoming a media target usually occurs after a negative incident has occurred. 6. True/False: Viral marketing is also known as word of mouth marketing. 4. True 5. True 6. True
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Assessment 7. List three outcomes negative publicity may lead to. 8. Define publicity stunt. 9. Explain why broadcast news is more selective about what stories they run than print media. 7. Answers will vary, but may include: loss of customers; decrease in sales; losing a competitive edge over rivals; community distrust; negative future media relations 8. Staged events which are designed to attract the public’s attention. 9. Answers will vary, but should include that broadcast news programming has a limited amount of time in which they can report the news
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Assessment 10. Print media can gain publicity by using all of the following EXCEPT: news stories opinion stories letters to the editor news releases none of the above 10. d
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Resources Wilcox, Dennis L., and Glen T. Cameron. Public Relations Strategies and Tactics (8th Edition). Boston: Allyn & Bacon, Rich, Lloyd L. "Right of Publicity." Publishing Law Center May 2009 < Kaus, Danek. "10 Keys to Getting Free Pubicity." 24 Nov May "How to Get Free Publicity for Your Small Business." Business Resources, Advice and Forms for Large and Small Businesses. 27 May 2009 < Isidro, Isabel M. "Generating Good Publicity for Your Small Business." Home Business: Start Your Home-Based Business & Work from Home with PowerHomeBiz.com. 27 May 2009 <
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Acknowledgements Production Coordinator: Production Manager:
Brandon O’Quinn Production Manager: Dusty Moore Project Coordinator: Maggie Bigham Executive Producers: Gordon Davis, Ph.D., Jeff Lansdell Graphic Designer: Ann Adams © MMIX CEV Multimedia, Ltd.
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