Publicity

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In marketing, publicity is the public visibility or awareness for any product, service, person or organization. It may also refer to the movement of information from its source to the general public, often (but not always) via the media. The subjects of publicity include people of public recognition, goods and services, organizations, and works of art or entertainment.

Contents

A publicist is someone that carries out publicity, while public relations (PR) is the strategic management function that helps an organization establish and maintain communication with the public. This can be done internally, without the use of popular media. From a marketing perspective, publicity is one component of promotion and marketing. The other elements of the promotional mix are advertising, sales promotion, direct marketing and personal selling.

Organizations will sometimes organize events designed to attract media coverage, and subsequently, provide positive publicity; these events are known as publicity stunts .

History

French advertising poster "Maggi arome pour corser" by Firmin Bouisset, circa 1895. Maggi Arome Pour Corser 1895.png
French advertising poster "Maggi arôme pour corser" by Firmin Bouisset, circa 1895.

Publicity originates from the French word publicité (advertisement). [1] Publicity as a practice originates in the core of Paris, where shopping, tourism and the entertainment industry met commercialised print media and a burgeoning publishing industry. Among the urban society, scenes of consumption and new consumer identities were circulated through advertisement. La Maison Aubert shaped the emerging discipline of publicity. In early 19th century Paris, the advertisements and publicity campaigns for consumer items, such as cashmere shawls, and retailers such as perfumeries soon attracted regulation on flyposting. [2]

19th century US companies included not only pro-sales messages in their publicity, but also explanations, demonstrations and exaggerations. Patent medicine and cosmetics manufacturers in the US frequently described or even showed consumers before and after the usage of the product. The Blair Manufacturing Company was among the US companies that advertised its products by comparing old-fashioned consumers who did not use the advertised product with the progressive customers who did. Before-after-changes became common in advertisement from 1910 onwards. [3] In the early 20th century, American Albert Lasker, developed the used of advertising for appealing to consumers' psychology. [4]

The contemporary economist Thorstein Veblen criticised the relative benefit of publicity. He argued that vendibility is not utility, and that publicity had "no traceable relation to any benefit which the community may derive." Veblen estimated how much the publicity campaigns of companies added to the price consumers were paying. He argued that the publicity overhead for over-the-counter pharmaceuticals and cosmetics was more than half the retail price. [5]

Public relations

Publicity is often referred to as the result of public relations, in terms of providing favourable information to media and any third party outlets; these may including bloggers, mainstream media, as well as new media forms such as podcasts. This is done to provide a message to consumers without having to pay for direct time or space. This in return creates awareness and achieves greater credibility. After the message has been distributed, the publicist in charge of the information will lose control of how the message is used and interpreted, in contrast to the way it works in advertising. [6] According to Grunig, public relations is often reduced to publicity. He also states how publicity is a form of activity in which should be associated with the sales promotion effort of a company, in order to help aid advertising and personal salesmanship as well. [7] Kent also stated that the doing of publicity can help attract attention whilst also supplying information regarding a specific organization or individual client and any event, activity or attribute associated with them. [8]

A coffeehouse in 17th century London. 17th century coffeehouse england 1-580x400.jpg
A coffeehouse in 17th century London.

The use of publicity is also known to be an important strategic element and promotional tool due to its effect of intentional exposure on a consumer. This helps publicity gain an advantage over other forms of marketing, such as advertising, [9] often in order to boost credibility. Favourable publicity is also created through reputation management, in which organizations try strive to control via the web. [10] Furthermore, despite the fact that publicity, both good or bad, can be beneficial for an organization, company or individual, much of it is paid for despite claims that publicity is often free. [11]

Despite publicity being an influential benefit within the marketing sector, one disadvantage which highly affects publicity is the lack of ability in which publicity cannot be repeated, in comparison to paid advertising. [9]

Publicists

A publicist is a person whose job is to generate and manage publicity for a company, product, public figure (especially a celebrity), or work such as a book, movie, or band. Though there are many aspects to a publicist's job, their main function is to persuade the news media to report about their client in the most positive way possible. Publicists identify newsworthy aspects of products and personalities to offer to media outlets as possible reportage ideas. A variant of this practice which relies on linking a brand to a breaking news story has been dubbed "newsjacking". [12] Publicists are also responsible for shaping reportage about their clients in a timely manner that fits within a media outlet's news cycle. They attempt to present a newsworthy story in a way that influences editorial coverage in a certain, usually positive, direction. This is what is generally referred to as spin.

A publicist generally serves as a bridge between a client and the public. Although day-to-day duties vary depending on what each clients needs consist of, the main focal point for a publicist is promotion. With regard to a crisis situation, publicists often attempt to use the situation as an opportunity to get their organization's or client's name into the media.[ citation needed ]

A press agent, or flack, is a professional publicist who acts on behalf of his or her client on all matters involving public relations. Press agents are typically employed by public personalities and organizations such as performers and businesses. A press agent will provide information to the media such as upcoming public events, interview opportunities, and promotional dates, and will work with the media in getting in touch with an appropriate client or resource. Press agents are occasionally required to act as "spin doctors, to put into the best light their clients' public actions. While press agents have traditionally worked with newspapers and television, they may also be conversant with newer media forms such as blogs and podcasts.

Professor Elizabeth L. Toth describes how press agents are willing to intrigue mainstream media and web blogs with "bad news" (celebrity drug addictions, divorces, scandals, sordid affairs etc.) in order to "sell" a story and help gain further coverage for their clients. This is supported by the press agentry/publicity model which is often used within the fashion, sporting, and entertainment industries, following the presumption that even bad news can be good publicity.[ citation needed ]

Negativity

Press photographers in Hong Kong. Alain Robert ascend of Four Seasons Hotel Hong Kong - 49.jpg
Press photographers in Hong Kong.

Publicity can also create a negative effect for those being publicized. One of the most important factors in relation to influencing a consumer's buying decision is how a company, brand, or individual deals with negative publicity. Negative publicity may result in major loss of revenue or market shares within a business. [13] It can also play a part in damaging a consumer's perception of a brand or its products. [13] [14] Negative publicity's high credibility and greater influence compared to other company-controlled communications play a part in the potential damage it may have on a corporate image. Crises involved with an organization may also result in negative publicity. [15]

Furthermore, negative publicity affects everything from the evaluation of a brand and product to the present. Often, when awareness of a company, brand, or individual is high, negative publicity is deemed to hurt possible sales. In contrast, companies, brands, and individuals who are not widely known may use the negative publicity in order to increase brand awareness among the public. [16]

The extensive range of media outlets, including both traditional and new media, provide opportunities for companies to market their products or services. This restricts or reduces the ability to manage negative publicity, as their message may be spread across media outlets. [14] In order for organizations to try salvage any negative publicity surrounding their brand, corporate social responsibility (CSR) is one solution which can help protect the image of a company or help reverse the damage. Companies must adopt the CSR approach early for it to be effective, or potential risks such as falsified intentions may develop within a consumer's perception. [17]

Despite the damaging effect negative publicity may cause, negative publicity may not always have the expected effect. [16] There is a possibility that negative publicity may in fact gain more attention as opposed to positive publicity. [13] Regardless of the nature of negative publicity and its ability to turn most people away, any slight hint of negative publicity can in fact build interest amongst the consumer. As stated by Monga & John, negative publicity is not always harmful, and consumers whom identify a brand with strong attitudes are highly unlikely to be affected by the negative publicity formed. [14]

See also

Related Research Articles

<span class="mw-page-title-main">Advertising</span> Form of communication for marketing, typically paid for

Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.

<span class="mw-page-title-main">Public relations</span> Management of public communication of organizations

Public relations (PR) is the practice of managing and disseminating information from an individual or an organization to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure is mostly media-based, and this differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities.

<span class="mw-page-title-main">Marketing</span> Study and process of exploring, creating, and delivering value to customers

Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.

<span class="mw-page-title-main">Sales</span> Activities related to the exchange of goods

Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. A period during which goods are sold for a reduced price may also be referred to as a "sale".

<span class="mw-page-title-main">Guerrilla marketing</span> Unconventional advertising strategy

Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.

<span class="mw-page-title-main">Distribution (marketing)</span> Making products available to customers

Distribution is the process of making a product or service available for the consumer or business user who needs it, and a distributor is a business involved in the distribution stage of the value chain. Distribution can be done directly by the producer or service provider or by using indirect channels with distributors or intermediaries. Distribution is one of the four elements of the marketing mix: the other three elements being product, pricing, and promotion.

Sales promotion is one of the elements of the promotional mix. The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations. Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.

Marketing Communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.

A publicist is a person whose job is to generate and manage publicity for a company, a brand, or public figure – especially a celebrity – or for a work such as a book, film, or album. Publicists are public relations specialists who maintain and represent the images of individuals, rather than representing an entire corporation or business. Publicists are also hired by public figures who want to maintain or protect their image. Publicists brand their clients by getting magazine, TV, newspaper, and website coverage. Most top-level publicists work in private practice, handling multiple clients.

In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.

<span class="mw-page-title-main">Advertising campaign</span> Advertisements based on a theme

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.

Earned media is content relating to a person or organization which is published by a third party. It includes articles by media outlets, interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications. It may also include social media sharing and unpaid mentions by podcasters.

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.

Sustainability advertising is communications geared towards promoting social, economic and environmental benefits (sustainability) of products, services or actions through paid advertising in media in order to encourage responsible behavior of consumers.

A touchpoint can be defined as any way consumers can interact with a business organization, whether it be person-to-person, through a website, an app or any form of communication. When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion.

<span class="mw-page-title-main">Brand</span> Identification for a good or service

A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.

Media Relations involves working with media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner. It can also entail developing symbiotic relationships with media outlets, journalists, bloggers, and influencers to garner publicity for an organization. Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising.

<span class="mw-page-title-main">Social media marketing</span> Promotion of producs or services on social media

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone."

Word-of-mouth marketing differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations. While it is difficult to truly control WOM, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM:

Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that appears in the style and format of the content near the advertisement's placement. It manifests as a post, image, video, article or editorial piece of content. In some cases it functions like an advertorial. The word native refers to this coherence of the content with the other media that appear on the platform.

References

  1. ↑ "Oxford Learner's Dictionary Entry".
  2. ↑ H Hazel Hahn (2009). Scenes of Parisian Modernity: Culture and Consumption in the Nineteenth Century. Springer. p. 8. ISBN   9780230101937.
  3. ↑ Pamela Walker Laird (2001). Advertising Progress: American Business and the Rise of Consumer Marketing. JHU Press. p. 99. ISBN   9780801866456.
  4. ↑ Wolfgang Saxon, "Emerson Foote, 85, Who Headed Large Advertising Agencies, Dies", The New York Times
  5. ↑ David Reisman (2012). The Social Economics of Thorstein Veblen. Edward Elgar Publishing. p. 148. ISBN   9780857932198.
  6. ↑ Mersham, G., Theunissen, P., & Peart, J. (2016). Public Relations and Communication Management: An Aotearoa/New Zealand Perspective. Auckland: Pearson.
  7. ↑ Grunig, J. (1992). Excellence in public relations and communication management (pp. 263, 386). Hillsdale, N.J.: L. Erlbaum Associates.
  8. ↑ Kent, M. (2011). Public Relations Writing (p. 15). Boston, Mass.: Allyn & Bacon.   
  9. 1 2 Lord, K.; Putrevu, S. (1993). "Advertising and publicity: An information processing perspective". Journal of Economic Psychology. 14 (1): 57–84. doi:10.1016/0167-4870(93)90040-R.
  10. ↑ Aula, P (2010). "Social media, reputation risk and ambient publicity management". Strategy & Leadership. 38 (6): 43–49. doi:10.1108/10878571011088069.
  11. ↑ Ehrenberg, A.; Barnard, N.; Kennedy, R.; Bloom, H. (2002). "Brand Advertising As Creative Publicity". Journal of Advertising Research. 42 (4): 7–18. doi:10.2501/JAR-42-4-7-18. S2CID   166625779.
  12. ↑ "Word of the Year 2017: Shortlist". Oxford Languages. Oxford University Press. Retrieved 12 June 2020.
  13. 1 2 3 Ahluwalia, R.; Burnkrant, R.; Unnava, H. (2000). "Consumer Response to Negative Publicity: The Moderating Role of Commitment". Journal of Marketing Research. 37 (2): 203–214. doi:10.1509/jmkr.37.2.203.18734. S2CID   51806192.
  14. 1 2 3 Monga, A.; John, D. (2008). "When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking". Journal of Consumer Psychology. 18 (4): 320–332. doi:10.1016/j.jcps.2008.09.009.
  15. ↑ Dean, D (2004). "Consumer Reaction to Negative Publicity: Effects of Corporate Reputation, Response, and Responsibility for a Crisis Event". Journal of Business Communication. 41 (2): 192–211. doi:10.1177/0021943603261748. S2CID   167769939.
  16. 1 2 Berger, J.; Sorensen, A.; Rasmussen, S. (2010). "Positive Effects of Negative Publicity: When Negative Reviews Increase Sales". Marketing Science. 29 (5): 815–827. doi:10.1287/mksc.1090.0557.
  17. ↑ Vanhamme, J.; Grobben, B. (2008). "Too Good to be True!". The Effectiveness of CSR History in Countering Negative Publicity" (PDF). J Bus Ethics. 85 (S2): 273–283. doi:10.1007/s10551-008-9731-2. S2CID   55295063.
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