Publicity

What is publicity?
Tools of publicity
Advantages and disadvantages of publicity
How to effectively use publicity

What is publicity?

Publicity is a promotional method that involves obtaining mentions of a product, brand, or individual in the media without using a commercial basis. It can also refer to the result of such promotion. The main goal of publicity is to attract journalists’ attention to a company naturally, based on expertise and creating newsworthy events.

Marketers use this method to increase brand awareness and the popularity of a company. In situations where there are many lesser-known brands on the market, consumers are more likely to choose those they have heard about in the news or read about in articles. Additionally, people generally trust media opinions more than direct advertising, which makes publicity an effective tool for attracting customers and increasing sales.

Publicity is often confused with PR; however, PR encompasses a broader range of relationships between the brand and the public. Specialists in this field analyze public opinion, develop the company’s image, and maintain relationships with partners. In turn, publicity is one of the PR tools focused on obtaining media mentions without direct advertising, meaning there are no calls to action or links to purchase.

Tools of publicity

To effectively get into the news, it is necessary to create a striking newsworthy event. For example, if a company receives an award or presents a new product, specialized publications will certainly notice this event. Increasing reach and obtaining mentions in major media can be achieved by proactively contacting journalists and offering them to cover the company.

Here are several tools of publicity:

Public events: charity events, parties, and festivals where journalists and photographers are present. Brands can act as organizers or sponsors of such events.
Guest appearances: participation in industry events where you are mentioned as one of the participants, thus creating an association with the event.
Collaborations: joint projects between several brands that attract media attention and expand the target audience.
Performances: unusual actions that generate interest and discussion in the media, like the launch of a Tesla car into space.
Social statements: open declarations of support or criticism of social phenomena that reflect the brand's mission.
Research: authored articles and infographics on relevant industry issues that can attract journalists’ attention.

Additionally, PR managers actively use traditional methods for obtaining media mentions, such as press releases, video news releases, press conferences, and press lunches. Each of these tools has its own characteristics and can be used depending on the company’s goals.

Advantages and disadvantages of publicity

Despite the growing popularity of social networks, publicity remains an important tool for PR managers, especially in niches where reliability and authority are key factors. Let’s examine the main advantages and disadvantages of this method:

Advantages:

Builds trust with consumers, as media mentions are perceived as less intrusive than direct advertising.
Reduces marketing costs, as media attention can be attracted for free or on mutually beneficial terms.
Provides more detailed information about the brand and product, which can facilitate the purchasing decision.

Disadvantages:

Does not always yield quick results. Publicity requires time to build effect.
Requires the involvement of qualified specialists to avoid unfavorable media coverage.
Can negatively impact reputation if the product turns out to be of low quality.

How to effectively use publicity

To achieve successful results in publicity, it is important to consider several key points:

Study the preferences of the target audience: understanding what your clients read and watch will help you plan campaigns more effectively.
Stay true to your brand: involvement in controversial topics can harm the company’s image.
Develop a strategy: regular publications and newsworthy events should be part of a long-term action plan.
Expand online presence: activity on social media and the website will help attract journalists’ attention.