Publicity and Public Relations

1. Prof. Savica Dimitrieska
PUBLICITY
AND PUBLIC RELATIONS

2. 1. DEFINITION AND OBJECTIVES
OF THE PUBLICITY

3. Definition of Publicity
Gaining public visibility or awareness for a product, service or a company via the media

4. Definition of Publicity
Non-paid form of public information about a person, place, event, thing
through media for mass communication.

5. Definition of Publicity
Non-paid way for positive promotion of products, services, ideas, activities and the
company as a whole!

6. Definition of Publicity
Positive news for the company or its products!

7. Characteristics of the Publicity
Non-paid form of promotion
Short-term positive news
Uncontrolled message
The message can be both,
positive and negative
Mass-media
High credibility
Third party involvement

8. Objectives of Publicity
Building product awareness – knowledge about company and its products
Creating interest– persuading consumers for the need of a product
Providing information – characteristics and product benefits
Stimulating demand– trial, frequent and larger quantities of products
Reinforcing the brand– building long-term relationships and loyalty

9. 2. IMPORTANCE AND TYPES OF
PUBLICITY

10. Importance of Publicity
Positive image Attention Non-paid form Mass-Media

11. Types of Publicity
Offline
Online
No Internet:
ТV, radio, newspaper,
magazines
Based on Internet:
Websites, social networks,
e-mail
Еffectiveness – to attract
many readers/ viewers of
product news!

12. Publicity tools
To increase the visibility for gaining high credibility
of the company, its products and services!
Publicity
Public address
Media
Events
lectures, conferences
speeches, presentations
Press-conferences
Press-release
Interviews, talk shows
Special events, ceremonies

13. 3. ADVANTAGES AND
DISADVANTAGES OF PUBLICITY

14. Advantages of Publicity
Credibility
Low cost (not totally free!)
Mass-Media
Information and persuasion
The authority of third party
Timely, interesting, adequate news
and information
Short-term activity
Positive image of the company
Significant word-of-mouth

15. Disadvantages of Publicity
Not always under control of
organization
Innacuracy, omission or distortion
may result!
Can be negative!
The good news might be unnoticed
due to broadcasting other, more
important news!

16. 4. DEFINITION AND IMPORTANCE OF
PUBLIC RELATIONS

17. Definition of Public Relations
Building good relations with the company’s various publics by obtaining favorable
publicity, building up a good corporate image and handling or heading off
unfavorable rumors, stories and events.

18. Definition of Public Relations
PR is the practice of managing the flow of information between an organization and
the public. The aim is to persuade the public, investors, partners, employees and other
stakeholders to maintain a positive point of view about it and its products!

19. Definition of Public Relations
Management function (planning, organizing, leading, controlling), budgeting and
management of human resources in order to establish a positive image of the
company in front of the public!

20. Importance of Public Relations
image relationship sale

21. 4. TOOLS OF PUBLIC RELATIONS

22. Tools of Public Relations
News Special events Written materials
Mobile marketing Аudio-video materialsSpeeches

23. Tools of Public Relations
Press-conferences Press-release

24. Tools of Public Relations
Sponsorship Lobbying

25. Tools of Public Relations
Using company’s products in movies and TV programs

26. 5. ADVANTAGES AND DISADVANTAGES
OF PUBLIC RELATIONS

27. Advantages of Public Relations
Building long-term relationships
Management function
Strategic activity
Long-term, continuous activity
Credibility
Cost-effective way to reach the
market
Less clutter
Mass audience addressed
Creates positive image

28. Disadvantages of Public Relations
Little direct control over the
message
Redundances with the marketing
effort
Difficult to measure effectiveness
and to quantify PR benefits
Different interpretation of the
message through various media
Costs for PR staff, planning
activities and events

29. 5. THE PUBLIC IN PUBLIC RELATIONS

30. What is the public?
All the parties interested in the company’s performance!
Internal External
Employees
Investors
Wholesalers
Retailers
Suppliers
Customers
Media
Shareholders
Government
General public
Competitors

31. 4. DIFFERENCES BETWEEN
PUBLICITY AND PUBLIC RELATIONS

32. Differences between
Publicity and Public relations
Publicity Public Relations
Publicity may be
positive and negative
Short term strategy
Discontinuied activity
Simple, narrow focus
Instant image “repair”
Creates impact by
deeds
PR is always positive
Long term strategy
Strategic, management
function
Complex, wide focus
Knowledge, skills
required
Creates impact by
proclamation

33. Questions
Publicity
Public Relations
Differences
Importance
Types and Tools
Advantages
Disadvantages