PUBLICITY

Presented By:-
Sumit Pal
PGMBA Sem IV
Roll No. 26
 Publicity
• Publicity is the best form of advertisement that there
is, and because of that reason, here are some publicity
tips for creating a press release: – The first thing that
you want to do is think of an edgy, yet descriptive
headline – you want to catch the recipient or journalist
attention right away. -Press releases should always tell
WHO, WHAT, WHERE, WHEN & WHY, and should
always encompass the most important things first,
otherwise the recipient or journalist will likely become
uninterested and stop reading. -Always stick to the
facts at hand – do not ever make claims that cannot be
validated or substantiated. -Get straight to the point,
and always try to excite the reader about whatever it is
that you are pitching. -Keep the press release short –
• you can go in depth once you have garnered
the recipient’s interest. -Always use words and
terminology that people can understand –
especially if you are courting journalists, as
most do not like jargon – they respect hardcore
facts, and anything that will make their jobs
easier. -Include contact information. -Be
specific, and always make sure that the
recipient understands what their benefits are
for checking out or featuring your press release.
-ALWAYS proofread before releasing it
 Basic Principles of Publicity
1. CREATIVITY: Put creativity into your publicity! You can
generate more enthusiasm and interest by using
unique, fresh, and clever methods of promotion.
Developing gimmicks or logos, utilizing pictures and
unusual shapes are all ways in which publicity can be
made more attractive.

2. VARIETY: If no one type of publicity reaches the entire

audience, you must use more than one. More than one
medium can also reinforce and intensify your message.
Use a variety of techniques that work well together
and complement each other.
3. QUANTITY. An advertisement must be seen or heard
several times before it has any impact. The more often
it is seen or heard, the greater the retention of your
message. Thus, you can magnify the impact of your
publicity by increasing the frequency with which it is
seen or heard.

4. VISIBILITY. Since the frequency with which publicity is

seen or heard is crucial to its effectiveness, it makes
sense to place your publicity in locations that have
high visibility. Areas with the greatest traffic patterns
usually have the highest visibility. Good locations
include: mailbox areas, cafeteria walls, bathrooms and
bathroom stalls, under or on room doors, bulletin
boards, etc.
5. LEGIBILITY: How often an advertisement is seen will have
little impact if what is seen is not legible. The greater the
legibility, the greater the chances that an individual will
read all of the information. Greater legibility is ensured by
using lower case lettering rather than uppercase. Capitals
may be used for emphasis; but to be effective, emphasis
must be used sparingly.

6. UNDERSTANDABILITY: Even if your message is readable or

can be heard well, it must be understandable to get the
message across. You can make your publicity more
understandable and more effective by incorporating the
following points:
i. Be concise and clear.
ii. Avoid excess verbiage.
iii. Use terminology that the target audience would
understand.
7. ADVANCE NOTICE. Publicize well enough in advance. If publicity
goes out too late, it does not give people enough time to plan to
attend an activity. For optimum exposure, publicity should be out at
least one week before your activity is scheduled to take place;
however, you may want to issue additional publicity pieces as the
event approaches.

• An ideal publicized event might work like this:

• 10 days before Teaser posters in the bathrooms and lounges.
• 7 days before Ad in personal pages of newspaper.
• 5 days before Posters and signs in residence halls.
• Table tents in study lounges.
• 3 days before Word of mouth campaign initiated.
• 1 day before Banner near major entrance/exit way.
• The Day A round-up reminder a half-hour before.
 Types of Publicity

• The following section lists numerous means by

which you can publicize events. Some of these
ideas will be familiar to you, while others will
hopefully provide you with some innovative
and more creative ways of effectively
publicizing activities.
 Inexpensive Publicity Techniques
• POSTERS: The essential purpose of a poster is the rapid telling of a single
message using a limited number of elements. Posters are viewed more
rapidly than are other methods of advertisement; hence, their message
must be strong, simple, and brief.

• FLYERS: A smaller version of the poster is the flyer. They are usually made
on 8” x 11 or 8” x 14 paper. An advantage is that they can be reproduced
easily at minimal cost.

• TABLE TENTS: Table tents should be made of a thick or heavy grade of

paper that will stand firm. Table tents can be placed in visible locations
including the lounge, lobby, dining hall, and on desk tops.

• TICKETS & COUPONS: You can purchase printed tickets or make your own.
Free tickets, like invitations, can be placed in mailboxes, handed out or
slipped under doors. The coupon might entitle the person to a discount
admission price or a free drink. Coupons can be included on flyers or on
printed schedules, and this may prevent your advertisement from falling
victim to the trash can.
• CALENDAR: A large calendar of activities located in a central location is a
particularly effective technique. Students will have at least one consistently
identifiable source for information on activities. Also, smaller calendars of
activities can be copied or mimeographed and put into mailboxes.

• 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.

• TELEPHONE PYRAMID: A quick way to get word out on activities or meetings is to

identify a number of people, five for example, who would call five other people.
The five people would then be responsible for calling five other people, and so on,
and so on.

• BANNERS: A large extension of the poster, these can be hung outside your
residence hall or in your main lobby. A bed sheet or old shower curtain will make a
good size banner.

• WORD OF MOUTH: perhaps the oldest, yet most effective way to get the word
out. Go door to door and personally inform people of the activity; and remind
them frequently, so that they don’t forget.
 What makes effective publicity?
1. Illustrations

• Illustrations are one of the most effective

methods for increasing the attention value to
advertisement. A picture helps convey the
message more easily, more quickly, and more
completely. Where do you get your picture
ideas?
2. Headlines

• Headlines are the most important words of an advertisement because

approximately 90% of the viewers only read the headlines. The functions of a
headline are the threefold:
i) to assist the illustration in seizing attention;
ii) to arouse the readers interest; and
iii) to attract the target audience.

3. Color

• Color can be used in publicity to attract attention, to develop interest, to create

desire, and to stimulate action. The value of color lies in its contrast affect and its
illustrative value. This will link you to an illustration of a color wheel. Primary
colors include red, blue, and yellow. All colors except black and white can be made
by mixing these three colors. Secondary colors include orange, green, and purple.
These colors are made by mixing two primary colors (i.e. red + yellow = orange).
Never use colors that are next to each other on the color wheel because lettering
will not show up well (i.e. blue felt pen on purple paper). The most effective way
to use colors is to use those which are located directly across from one another on
the color wheel or use colors that are found at the three points of the triangle. The
triangle can be drawn anywhere on the color wheel.
4. Lettering

• Lettering is an integral part of any publicity. You should only place

lettering that is necessary to what needs to be said. Too much type of any
piece of publicity is ineffective. Letters should be positioned to ensure
optimum readability.

• Types of lettering include:

• Speedball pen and ink
• Calligraphy
• Dry Transfer
• Stencils
• Magic Markers held at difference angles

5. Borders

• Borders serve to increase attention value, lend unity and compactness,

separate items, and add a decorative value. Your building supervisor has
access to a border book housed in the Department of Housing and
Residence Life's reference library.
 Marketing vs publicity

• Marketing is the process of performing market research, selling products

and/or services to customers and promoting them via advertising to
further enhance sales.
• Whereas publicity is the deliberate attempt to manage the public’s
perception of a subject. The subjects of publicity include people, goods
and services, organizations of all kinds, and works of art or entertainment
(including your book).
• From a marketing perspective, publicity is one component of promotion
which is one component of marketing. The other elements of the
promotional mix are advertising, sales promotion, and personal selling.
• In a nutshell, marketing is something you get by paying for it.
• Whereas publicity, is something you hope you’ll get.
• Why? Because publicity can generally be gained at no cost to you and it
has many times the credibility
of marketing.
 The Importance of Publicity
• Just because you build, does not mean that they will come.
You have to publicize, and have all of the components of a
great publicity campaign.
• So you are an artist or a company, and you’re doing
something great that you want the media to know about it,
so, in turn, it can bring you great exposure, well, when
contacting the media, you have to have a press kit, or many
will not even look at what you have. Even if you call them,
the first thing that they will want to know is if you would
send over your bio, press kit, and press release.
• You can put up as many songs as you would like on your
social pages. Go to the studio and record as many songs as
humanly possible, or run as many company contests, but if
you are not getting it into the hands of the right people,
once you are done, then it is all in vain.
• Publicity is the best form of advertisement that
there is, and because of that reason, here are
some publicity tips for creating a press release: –
The first thing that you want to do is think of an
edgy, yet descriptive headline – you want to
catch the recipient or journalist attention right
away. -Press releases should always tell WHO,
WHAT, WHERE, WHEN & WHY, and should
always encompass the most important things
first, otherwise the recipient or journalist will
likely become uninterested and stop reading.
-Always stick to the facts at hand – do not ever
make claims that cannot be validated or
substantiated. -
• Get straight to the point, and always try to excite the
reader about whatever it is that you are pitching.
-Keep the press release short – you can go in depth
once you have garnered the recipient’s interest.
-Always use words and terminology that people can
understand – especially if you are courting journalists,
as most do not like jargon – they respect hardcore
facts, and anything that will make their jobs easier.
-Include contact information. -Be specific, and always
make sure that the recipient understands what their
benefits are for checking out or featuring your press
release. -ALWAYS proofread and make sure that your.
THANK YOU