2. Objectives To define publicity.
To explore the benefits publicity provides.
To examine the dangers which publicity offers.

3. 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.

4. 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

5. 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.

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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.

13. 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

14. 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

15. 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

16. 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

17. 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

18. Publicity Can also be gained through the following methods:
publicity stunts
viral marketing
visibility
awards
bartering
high-profile endorsement
groups
business conventions
speaking engagements

19. 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

20. 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.

21. 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.

22. 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.

23. 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.

24. 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.

25. 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.

26. 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.

27. 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.

28. 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

29. Good Publicity Can lead to the following: new customers sales increase
customer loyalty
community pride
positive future media relations

30. 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.

31. 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

32. 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

33. 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

34. 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.

35. 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

36. 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?

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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

43. 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

44. 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 <

45. 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
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