Publicity In Today’s World
From a general perspective, publicity is a technique used to deliberately influence the perception of a target audience about a product, person or service. For marketers, publicity is one of part of the promotional mix. Although publicity might be informative or persuasive, its main target is to sensitize people.
Publicists use various techniques in order to achieve their goals. Some of them are press releases, telemarketing, TV events… With the exposition of the internet, new means such as blogs, PR, web affiliates have emerged.
While the basic contribution of publicity to an organization is that people will buy a particular product or service, there are several other contributions. Publicity helps organizations enhance their reputation and credibility in the market place. Moreover, publicity increases the number of people present at a particular event and sheds light on any misconceptions.
Although publicity has several benefits, caution should be exercised when using publicity. This is because bad publicity can create a situation of crisis where the company’s image is completely tarnished. Surprisingly, certain bad behavior of people can positively affect a company. Paris Hilton is known to have played in sex tapes and behaved wrongly. However, this resulted in more and more people booking at Hilton’s hotels.
We deduce that for us to sell our product or service, publicity is sine qua non.
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December 3rd, 2007 at 12:57 pm
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