publize the TRP

1. PUBLICITY
Presented by : Sunil chichra
Rini Trivedi

2. PUBLICITY IS THE MOVEMENT OF INFORMATION WITH THE
EFFECT OF INCREASING PUBLIC AWARENESS OF A SUBJECT
INVOLVES THE GENERATION OF NEWS ABOUT A COMPANY,
PRODUCT, SERVICE, BRAND OR PERSON IN VARIOUS MEDIA.
IT IS A SUBSET OF THE PUBLIC RELATIONS EFFORT.
SHORT-TERM FOCUS
NOT ALWAYS UNDER THE CONTROL OF THE FIRM
CAN BE NEGATIVE AS WELL AS POSITIVE
NON-PAID COMMUNICATION

3.  Publicity is the free
mention of a product or
company
 Differs from advertising
because a company does
not pay for the exposure,
it gets in the media
 Major disadvantage is
that companies have lack
of control on it
 Sponsorship
A testimonial
 Someone’s analysis or
prediction
What it is ?
Examples of
Publicity
Tiger Woods Speech
If I squeeze out a
few tears I
wonder if I can
earn back some
of my
sponsors…

4. Brown’s Apology
Chris Brown's TV Apology with Rihanna
Michael Phelps
DUI and Drug Charges

5. OUTLINE
 Getting attention from the press
 Writing a good press release
 Communicating with the press
 Best practices

6. Reebok Used a
Press
Conference to
Announce the
Sponsorship of
Shakira

8. GETTING ATTENTION FROM THE PRESS
 Creating “Buzz”
 Famous by Association
 Tip from Julia Allison “Whenever someone takes a picture of me, I always try
to stand next to someone famous..”
 Making An Announcement
 Launch, Investment, Opening of an office, impressive statistics, new product
with hot new features
 Other options/Goodie
 A funny story
 Be part of a trend
 Mystery or something impressive

9. WRITING A GOOD PRESS RELEASE
 Only for announcing something traditional or classic
Communicating With the press
 Before sending press release
 Know and select the right media and journalist
 Know how the journalist prefer to receive information
 Send email with catchy/punch line and good title
along with exclusive information with some videos and pictures.

10. BEST PRACTICES
 Following up with a Journalist who hasn’t published
anything
 Corrections
 Competitors
 Social Media
 Facebook – activity on Fan pages can be news
 Twitter – sometimes tweets can be news worthy
 Quora – interesting replies to questions can lead to stories
 Top secrets

11. TYPES OF PUBLICITY
 Positive Publicity
 Negative Publicity

12. DEALING WITH NEGATIVE PUBLICITY
DO s Don’t s
 Open all
Communication lines
 Select a spoke person
 Be Empathetic
 Stay Calm
 Hesitation
 Litigation
 Retaliation
 Prevarication
 Pontification
 Confrontation
 Obfuscation

13. PUBLICITY TECHNIQUES
 Continous Public Relation Activities
 Local Community Involvement
 Newsletters, Newspapers and Company magazines
 Media Relations
 Employees Relations
 Shareholders and financial community relations
 Pre-planned, Short-term activities
 News, Press Conferences
 Ceremonies, opening and events
 Announcements
 Unpredictable, Short-term activities
 Handling Negative Publicity
 Media Interviews

14. Publicity
Public
Speaking
Lectures,
conferences
Presentations,
Speeches
Events
News Event
Management
Media
Relations
Press Conferences
Interviews, photo
calls
Press Releases

15. OUTCOMES OF PUBLICITY
 Attention
 Visibility
 Market Share
 Recognition
 Branding

16. ADVANTAGES
 It Is Credible
 It is Cost Effective
 Often generates High Frequency of exposure
Disadvantages
 Less Control
 Less accuracy
 Few releases published