Publicity is the activity of increasing the awareness about a person, product or service and to grab the attention of the crowd. It is a way to project your company or a brand in front of the potential customer. Publicity generally gives the authority of an independent voice. It may turn helpful in increasing the sales from the potential customers. Publicity is not restricted to products or services only but can be attributed to politics, entertainment, arts, artists, documentaries etc.
The cost associated with publicity is usually less as compared to the other marketing activities like promotion and advertising which cost sums of money for the people. Public relations is the field which organizes the process of publicity in a controlled way.
Publicity can be of different types. Below are the few types:
1. News
2. Press Release
3. Product Release
4. Emergency
5. Offers
6. Conferences
7. Events
Publicity is quite important in gaining awareness about a product, service or a person. It is similar to marketing but the difference is that marketing focuses on selling but it is only about awareness. It can prove to be very critical in success of brands especially in the initial phase of launch. We see lot of publicity happening during early days of a brand or a product.
1. The cost of publicity is very less i.e. coming from an unsolicited newspaper or through social media doesn’t cost anything to the company.
2. It ensures credibility as the consumers expect a significant level of bias or exaggeration in the advertisements a company produces about its services or products. However, third-party sources, such as blogs, online reviews and magazines are often considered less biased. This is specifically true with trusted sources, such as longstanding publication houses or well-regarded professional reviewers. Publicity from non-affiliated parties can often seem more trustworthy in the eyes of your targeted customers.
3. Consistent publicity helps a company strengthen its brand as it gives a company a way to prove its customers its worth.
4. Innovation is very important in increasing your reach and building loyalty among the customers. If good reviews start coming up for a brand it often build the other public relations companies interested in the company.
5. It open doors for more opportunities and help build relationships with more number of high net worth companies.
6. It helps you go viral. Ads don’t go viral on their own publicity help them. Word of mouth is a successful tool that drives more business for a company.
1. Damage brand equity in long term because of bad publicity. It is applicable for companies with health hazards and safety issues.
2. Brand association will be damaged as changing the customer’s perception is very difficult.
3. Loss of trust
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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