Often confused with its counterpart, advertising, publicity is much more powerful. Specifically, publicity uses direct communication with the media. News releases and email sent out are usually free to a company. On the other hand, advertising can be very expensive for a one time ad in a major newspaper or magazine. But, advertising can guarantee the content, size, location, reach, and frequency of your message.
On the other hand, publicity offers two major benefits that are important when trying to reach customers. First, publicity should be placed next to other text in an email, magazine, or other media source. In that way, it is often seen as an un-biased and objective rendition of the company. Also, This makes the message more trustworthy. Secondly, the written material and placement in major media sources is often done in house by your PR or marketing team. In short, this minimizes your expenditures.
Publicity is essential in these areas:
- Announcement of new product or service.
- Rejuvenating the presence of an old product or service.
- Boosting an organization’s reputation.
Announcement of a New Product or Service
The first taste of a new product or service should come in the form of a news release and an unbiased source. The first impression is always the most important to a consumer! If the news is delivered on a grand scale then that could drastically cut the costs of advertising moving forward. Anything after the initial announcement is advertising and pushing the sale of the product.
Rejuvenating the Presence of an Old Product or Service
When consumers continually see the same ad, they tend to stop paying attention. As a result, success of your product or service can become stagnant. Publicity events like events, trade shows, and sponsorships can aid in revitalizing the image of the brand.
Boosting an Organization’s Reputation
When a company does something for the community, having an ad in a paper may send out the wrong message. The best way to enhance an organization’s image is by organic writing based on the experience of a media professional who attended or community members who benefited from the act of kindness .
Overall, maximize brand recognition through a mixture of free publicity and advertising. Then, you’ll be a household name in no time!
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