Publicity

Definition
The

technique or process of attracting public attention to people, products, etc., as by the use of the mass media publicity is one component of promotion which is one component of marketing It includes non-personal promotion of demand for products by obtaining publicity through news in media like TV,Newspapers,Magazines Publicity is not a paid form as advertising

 The

publicist cannot wait around for the news to present opportunities. They must also try to create their own news Examples of this include: Art exhibitions Event sponsorship Organize a tour of your business or projects Issue a commendation

Advantages:
Low

cost Helps in rising the competition Publicity for good work, earns goodwill It creates awareness of the product and tends to increase in sales Ability to select where your ads will be shown, giving a better chance to reach target audiences Allows for quick, easy tracking of the effectiveness of the campaign allowing you to better analyze the return on your investments (ROI)

How Publicity Helped to Build IBM Always be ready to talk to the media.
In

1955 Time Magazine assigned a staff writer, Virginia Bennett, to write an article about office automation in America She first visited Remington Rand, famous at the time for its UNIVAC computer But its executives weren't available for interviews. On the way back she passed a window display of computers at another firm and tried to get an interview there.

 At

this company the founder was an absolute stickler on how the public--and especially the media--should be treated at the door. Within minutes Bennett was interviewing a very forthcoming Tom Watson, Jr., CEO of IBM A major cover story followed, equating IBM's products with the advance of civilization By this way IBM overtook Remington Rand and clinch the lead in the race to computerize corporate America.

Thank you