Helna is a postgraduate in commerce who is working as a manager. She loves sharing informative information with her readers.
What is publicity?
Publicity is a non-personal stimulation of demand for a product, service, or business unit by planting commercially significant news about it in a published medium or obtaining a favorable presentation of it upon television, radio, Internet, or stage that is not paid for by the sponsor.
Publicity and Advertisement
Mass Media/Non-Personal: Publicity reaches a very large number of people through mass media like the Internet, Newspapers, TV, Radio, Magazines, etc. It is just like advertising but not as a commercial advertisement but as a regular news article or information.
Commercially Significant News: Commercially significant news has higher credibility. It is one of the significant feature publicity has over the advertisement. Media tent to communicate information free of cost about a product or company which is considered newsworthy. Since it is a news article, the believability is higher than the advertisement. These news articles or information comes in the form of articles or announcement in the media.
No sponsor Report: These articles are part of the news and have no sponsor. The writer of the report is the origin of the news. This is another feature that differentiates between advertisement and publicity. In the advertisement, the advertiser is the sponsor of the advertisement.
Free of Cost: The other feature of publicity is that there is no cost involved in publicity for the organization. In the advertisement, the advertiser has to pay for the advertisement. This is another feature which separates advertisement from publicity. The information in the publicity is not sponsored by the organization. So they need not pay for the publicity.
Purpose: The purpose of publicity affects the organization in two ways as there are two kinds of publicity. Favorable publicity increases the credibility and results in building faith in the product or company. Unfavorable publicity will result in creating doubt in the mind of people for the product or the company. Favorable publicity increases the demand, and unfavorable publicity decreases the demand. Review of sports and cultural events sponsored by different organization increase the credibility of the organization.
Unfavorable publicity like the dangerous battery used in a mobile phone will reduce the faith of the customer. Defective parts used in the automobile will decrease demand.
How to do publicity?
Publicity is an act of making a suggestion to a journalist that leads to a featured article or news story in the media like newspaper, TV, Magazine, radio, etc. The success of publicity depends on the input given by the organization about their company or product. It may be the inclusion of a new product in the list of products already publicized or a brand-new news story. The reporter or the journalist makes a story or article about the company or product and publishes it in the media. The quality of publicity depends on the quality and quantity of information the journalist or the report gets. It will lead to an increase in the demand for the product and the credibility of the company.
What is Public Relations?
Public relation is a broader field which covers publicity. It also involves crisis communication, investor relations, special events, sponsorship, and other activities designed to mold opinion. It is the act of maintaining the public image of the organization or high profile persons.
Definition of Public Relation formed by the first World Assembly of Public Relations Associations held in Mexico City in August 1978 is "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2010 Helna
Helna (author) on January 24, 2011:
Thanks cheeky Girl for your visit and comment.
Cassandra Mantis from UK and Nerujenia on August 27, 2010:
Wow, some good definitions and information here on publicity. I saw your profile via the forums. I also wanna make a pile of dosh from this internet. Making blogs and websites and monetizing stuff. Wish you lots of luck! :)