Methods of Publicity, Different types publicity and their role in markets

By: Raseem.K Roll no: 27 S4 MBA

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Publicity is a form of public relations that includes any communication about an organization or its products that is presented by the media but is not paid for by the organization.

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PUBLICITY MATERIALS
Posters Relatively inexpensive and can be displayed in numerous locations, such as the public buildings, community halls, and schools. Designs should be kept simple and eye-catching, with minimum text and a strong clear message. Leaflets Generally inexpensive and can be used for advertising events and short term activities. Longer brochures and pamphlets Newsletters Should be produced at regular intervals and on time. Choose a catchy, easy-to-remember name and use clear headings and pictures. Length and format should be as simple as possible, and costs kept low.

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 Calendars Have the advantage that they are displayed for at least a year and often have space for different messages and images. Mafia Island Marine Park produced a calendar in Swahili, giving both international and Muslim dates, which proved very popular with local fishing communities.

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Publicity tools that do not involve printing include: Websites These are now considered essential but require careful design, hosting and maintenance, all of which generate costs. T-shirts, caps, badges, stickers, key-rings, drinks coasters, etc. These can be sold to visitors and used as gifts and prizes. The quality of materials and whether the print is UV resistant, varies considerably, and samples should be assessed beforehand. Display boards Can be purpose made for use at exhibitions and events, or can be simple, locally made, weather-proof boards fixed in suitable locations and used to advertise events or special activities. Regular checks are needed to ensure that notices and displays continue to be legible and intact.

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 Video Production (and screening) of a video requires careful thought. The costs can be considerable (a 30- minute documentary might cost US$ 5,000 20,000), but a video can disseminate a message more strongly and more widely than printed material. Consideration should be given to VHF versus digital and DVD formats. The above require specialized skills, and the work usually has to be contracted out to designers and printers. Costs vary depending on quantity and quality. The design cost is usually fixed, but printing costs depend on the number of copies required (cost per individual copy becomes cheaper the larger the print-run). It is always important to obtain at least three quotations, and to find out the cost of additional printruns.

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Publicity techniques
Audio phone feed Providing radio stations with a special number they can call to tape one or two minutes (or less) of information you have recorded for continuous automatic sending. This provides stations with actualities they can use. Interview An organizational spokesperson is interviewed by a reporter at the request of either the organization or the reporter. A broadcast interview can be live or taped for presentation later. An interview for the print media may be for the primary purpose of providing the reporter with the information she/he needs to do a story on the organization or with facts, quotes or other information for another story. Media availability Informing reporters that a spokesperson will be available for interviews on a specific date(s) at a specific time or times at a specific location. Media briefing A session designed to provide background information or explanation rather than spot news to interested media representatives who often are Page 7 given background materials as well.

 Media centre or press room A room designated exclusively for the use of reporters. Some institutions, such as the White House, have year-round press rooms or centres. Other organizations set up centres on or off their own premises on as as-needed basis and for a limited time only. Along with these physical rooms, Web media centres are becoming increasingly popular. Media drop This involves arranging to have a celebrity, spokesperson, mascot, etc. drop in on a radio or TV station. It also refers to dropping off creative publicity props and other materials to create buzz and hopefully earn an onair mention. Media junket An all-expenses paid trip offered to reporters so they can witness an event, interview a celebrity, or see a facility. Although not acceptable to straight news media, they are still offered to and accepted by some travel, sports, and entertainment reporters. Reporters may receive publicity materials such as bios, media kits, photos, etc., as well as freebies. Media participation Obtaining the support of a particular media outlet or outlets regarding an event or cause. This could involve promos, prizes, ticket giveaways, or a Page 8 range of celebrity activities.

 Media preview or showing A showing or performance prior to general availability, public release, or actual opening. Media tour A client or an organization spokesperson is sent out to visit media outlets in town or out of town for interviews and appearances. Another kind of media tour involves traveling to media outlets to brief key journalists. News conference A media event organized by someone who wishes to make an announcement directly to the news media. News conferences usually are called to provide reporters with details on spot news. Media kits usually are given to reporters who attend the news conference. Photo opportunity Providing an opportunity for the media to obtain a photograph(s) or videotape footage of a newsworthy person/people and/or an interesting happening. Product plug An agreement between a producer and a company to use a product or service in exchange for a product/service mention.
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 Publicity stunt An interesting or unusual event created strictly as a publicity vehicle. It has sufficient human interest or unusualness to make photo and/or story material newsworthy or publication or broadcast. Radio media tour (RMT) A series of pre-planned telephone interviews between a spokesperson and a successive group of radio stations. Satellite media tour (SMT) A spokesperson in one location is interviewed via satellite by TV journalists elsewhere. Talk show appearance Placing your spokesperson on a talk show in electronic media where he/she can speak with callers. Visit to an editorial board Meeting a newspapers or magazines editorial board to offer insight into organizational policies and procedures or to present positions on current and important issues. Representatives of large organizations are most apt to be invited to such a session.
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INEXPENSIVE PUBLICITY TECHNIQUES POSTERS: The essential purpose of a poster is the rapid telling of a single simple message using a limited number of elements. Posters are viewed more rapidly than other methods of advertisement. Their message must be strong, simple, and brief. TABLE TENTS: Table tents should be made of thick or heavy grade of paper that will stand firm. Table tents can be placed in visible locations including lounges, lobby, dining hall, and on desk tops. INVITATION: A personal touch can be added to your publicity by distributing invitations for your program. These can be placed in mailboxes or handed out or slipped under room doors. CALENDAR: A large calendar of activities located on your bulletin board or distributed individually is a particularly effective technique. Students will have at least one consistently identifiable source for information and activities. The smaller calendars of activities can be copied and put into mailboxes or slid under doors
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BALLOONS: You can write a message on the balloon or put the message on a piece of paper inside the balloon. Balloons can be tied with string to student's door knobs, handed out at the entrance of the building or handed out in dining hall lines. TICKETS: You can purchase printed tickets or make your own. Free tickets,and invitations, can be placed in mailboxes, handed out, or slipped under doors. A variation of the ticket concept is to distribute coupons. The coupon might entitle the person to a prize or free refreshment item. Coupons can be included on flyers or on printed schedules and this may prevent your advertisement from falling victim to the trash can. BILLBOARDS: Place a large poster in the central lobby of Goodwin Hall. For a more unusual effect, make a human billboard by hanging posters on the front and back of someone and have them walk around. BANNERS: A large extension of the poster, these can be hung outside the hall or in the mailroom or in a lobby. A bed sheet or old shower curtain will make a good size banner. WORD OF MOUTH: And of course, there is the time-honored word-ofmouth technique. This is perhaps the oldest, yet most effective way to get the word out. Its effectiveness should not be underestimated. Go door to door and personally inform people of the activity; and remind them frequently, so that they don't forget. Page 12

OTHER PUBLICITY TECHNIQUES Networking sites Mass e-mails Bags Bookmarks Bull Horns Bumper Stickers Computer Letters Door Hanger Door Prizes Footprints Fortune Cookies Free Tickets to events Lawn Signs

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Logos Painted Windows Audix Message Puzzle Pieces Sidewalk Chalk Writing Sneak Previews Stickers Teasers Bathroom stalls T-shirts Visors Mirror Signs Lollipops with messages Balloons Post Cards

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THANK YOU

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