What is publicity?
Publicity is the deliberate attempt to manage the public's perception of a person, organisation or product. It is usually achieved through the use of media, such as newspapers, magazines, television, radio or the internet. Publicity can also be achieved through more traditional means, such as word of mouth or public appearances.
The benefits of publicity
There are many benefits to pursuing publicity, including:
- Increased visibility and name recognition - Publicity can help to increase the visibility of your organisation or product, and make it more recognizable to the public. This can in turn lead to increased sales and market share.
- Improved reputation - A positive public image can do wonders for your organisation's reputation. It can make you appear more trustworthy and reliable, and make people more likely to do business with you.
- Increased credibility - Being featured in the media can lend your organisation or product an air of credibility and respectability. This can be especially useful if you're trying to break into a new market or attract new customers.
- Free advertising - Publicity is often much cheaper than traditional forms of advertising, such as television or print ads. In addition, publicity can be more effective than advertising, as it is often seen as more credible and trustworthy.
The difference between publicity and advertising
Publicity and advertising are often confused, but there is a big difference between the two. Advertising is a paid form of promotion, in which businesses pay to have their message seen or heard by the public. Publicity, on the other hand, is free. It is any form of promotion that is not paid for by the business, such as media coverage, word of mouth, or public appearances.
The history of publicity
The history of publicity dates back to the early days of the printing press. In the 15th century, Johannes Gutenberg invented the printing press, which made it possible to mass-produce printed materials. This had a big impact on the world of publicity, as it made it possible to reach a much larger audience with your message. The first recorded use of the term publicity was in a pamphlet published in 1622, which described how the new printing press could be used to publiquely spread the news.
The future of publicity
The future of publicity is likely to be shaped by the continued growth of the internet and social media. As more and more people get their news and information online, traditional forms of publicity, such as newspaper articles and television interviews, are becoming less effective. Businesses will need to find new ways to reach their target audiences, such as through online advertising, social media marketing, and viral marketing.
How to use publicity to grow your business
There are many ways to use publicity to grow your business. Here are a few ideas:
- Generate media coverage - Getting media coverage is a great way to raise awareness of your business and attract new customers. Try to get your story covered by local newspapers, radio stations, and TV news programs. You can also use online tools, such as press release distribution services, to reach a wider audience.
- Build relationships with influencers - Influencers are people with a large following on social media or in the blogosphere. If you can build relationships with influencers, they can help to promote your business to their followers. Try to identify influencers in your industry and reach out to them through social media or email.
- Participate in trade shows and events - Trade shows and events are great opportunities to promote your business to a large number of people in a short period of time. Make sure to have plenty of promotional materials on hand, such as business cards, flyers, and brochures.
- Give interviews - Giving interviews to reporters is a great way to get your message out there. Try to be available for interviews whenever possible, and make sure to prepare in advance so that you can deliver your message effectively.
10 ways to get free publicity for your business
Here are 10 ways to get free publicity for your business:
- Generate media coverage - Getting media coverage is a great way to raise awareness of your business and attract new customers. Try to get your story covered by local newspapers, radio stations, and TV news programs. You can also use online tools, such as press release distribution services, to reach a wider audience.
- Build relationships with influencers - Influencers are people with a large following on social media or in the blogosphere. If you can build relationships with influencers, they can help to promote your business to their followers. Try to identify influencers in your industry and reach out to them through social media or email.
- Participate in trade shows and events - Trade shows and events are great opportunities to promote your business to a large number of people in a short period of time. Make sure to have plenty of promotional materials on hand, such as business cards, flyers, and brochures.
- Give interviews - Giving interviews to reporters is a great way to get your message out there. Try to be available for interviews whenever possible, and make sure to prepare in advance so that you can deliver your message effectively.
- Write guest blog posts - Guest blogging is a great way to reach a new audience and promote your business. Try to find blogs that are relevant to your industry and pitch a guest post idea to the editor. Be sure to promote your guest post on social media and other channels.
- Create a buzz - Creating a buzz around your business can be a great way to attract attention. Try to do something newsworthy or unusual that will get people talking. You can also use social media to create a buzz by sharing interesting content and using hashtags.
- Submit awards - Submitting your business for awards is a great way to get free publicity. There are many awards available for businesses of all sizes and industries. Doing a bit of research can help you find the right award for your business.
- Hold a contest or giveaway - Holding a contest or giveaway is a great way to generate interest in your business. Be sure to promote your contest or giveaway on social media and other channels. You can also partner with other businesses to hold a joint contest or giveaway.
- Send out a press release - Sending out a press release is a great way to get free publicity for your business. Be sure to write an attention-grabbing headline and include all the relevant details in your press release. You can also use online tools, such as press release distribution services, to reach a wider audience.
- Get involved in the community - Getting involved in the community is a great way to raise awareness of your business. Try to participate in local events or sponsor a local team or organisation. You can also volunteer your time or donate products or services to local charities.
The top 10 publicity stunts of all time
Here are the top 10 publicity stunts of all time:
- The Cabbage Patch Kids craze - In 1983, Coleco launched a line of dolls called Cabbage Patch Kids. The dolls were an instant hit, and demand quickly outstripped supply. To capitalise on the craze, Coleco began holding adoption events where people could adopt a Cabbage Patch Kid. The events were heavily publicized, and generated a lot of positive publicity for Coleco.
- Taco Bell buys the Liberty Bell - In 1996, Taco Bell ran an ad campaign in which they claimed to have purchased the Liberty Bell and renamed it the Taco Liberty Bell. The ad generated a lot of controversy, but also got people talking about Taco Bell. The publicity stunt was a success, and helped to increase sales at Taco Bell restaurants.
- Burger King sells left-handed Whoppers - In 1998, Burger King ran a promotion in which they sold left-handed Whoppers. The burgers were exactly the same as regular Whoppers, but they were rotated 180 degrees so that all the condiments were on the left side. The promotion was a success, and generated a lot of positive publicity for Burger King.
- Pepsi gives away free soda - In 1996, Pepsi ran a promotion in which they gave away free sodas to people who sent in proof-of-purchase labels from Coca-Cola products. The promotion was a success, and generated a lot of positive publicity for Pepsi.
- McDonald's gives away free food - In 1998, McDonald's ran a promotion in which they gave away free food to people who sent in proof-of-purchase labels from Burger King products. The promotion was a success, and generated a lot of positive publicity for McDonald's.
- Subway gives away free sandwiches - In 1999, Subway ran a promotion in which they gave away free sandwiches to people who sent in proof-of-purchase labels from McDonald's products. The promotion was a success, and generated a lot of positive publicity for Subway.
- KFC gives away free chicken - In 2000, KFC ran a promotion in which they gave away free chicken to people who sent in proof-of-purchase labels from Burger King products. The promotion was a success, and generated a lot of positive publicity for KFC.
- Taco Bell gives away free tacos - In 2001, Taco Bell ran a promotion in which they gave away free tacos to people who sent in proof-of-purchase labels from McDonald's products. The promotion was a success, and generated a lot of positive publicity for Taco Bell.
- Burger King gives away free hamburgers - In 2002, Burger King ran a promotion in which they gave away free hamburgers to people who sent in proof-of-purchase labels from McDonald's products. The promotion was a success, and generated a lot of positive publicity for Burger King.
- Subway gives away free sandwiches - In 2003, Subway ran a promotion in which they gave away free sandwiches to people who sent in proof-of-purchase labels from McDonald's products. The promotion was a success, and generated a lot of positive publicity for Subway.
How to measure the success of your publicity campaigns
There are many ways to measure the success of your publicity campaigns. Here are a few ideas:
- Media coverage - One way to measure the success of your publicity campaign is by the amount of media coverage it generates. Keep track of how many times your organisation or product is mentioned in the news, and compare this to previous periods. You can also use online tools, such as Google Alerts, to track media coverage of your organisation or product.
- Website traffic - Another way to measure the success of your publicity campaign is by the amount of website traffic it generates. Keep track of how many visitors come to your website from news stories, press releases, or other publicity materials. You can also use web analytics tools, such as Google Analytics, to track website traffic.
- Social media engagement - Another way to measure the success of your publicity campaign is by the amount of social media engagement it generates. Keep track of how many people are talking about your organisation or product on social media, and compare this to previous periods. You can also use social media monitoring tools, such as Hootsuite Insights, to track social media engagement.
- Sales - Another way to measure the success of your publicity campaign is by the amount of sales it generates. Keep track of how many sales you make during and after your publicity campaign, and compare this to previous periods. You can also use sales data from your customer relationship management (CRM) system to track sales.
5 common mistakes businesses make with their publicity campaigns
Here are 5 common mistakes businesses make with their publicity campaigns:
- Not setting goals - One of the most common mistakes businesses make with their publicity campaigns is not setting goals. Without goals, it's impossible to measure the success of your campaign. Be sure to set realistic goals for your campaign, and make sure everyone involved knows what they are.
- Failing to plan - Another common mistake businesses make with their publicity campaigns is failing to plan. A well-planned campaign is more likely to be successful than one that's not planned at all. Be sure to develop a detailed plan for your campaign, and make sure everyone involved knows what their role is.
- Relying on paid media - Another common mistake businesses make with their publicity campaigns is relying too heavily on paid media. While paid media can be a great way to reach your target audience, it should only be one part of your overall publicity strategy. Be sure to use a mix of paid and free media to reach your target audience.
- Ignoring negative publicity - Another common mistake businesses make with their publicity campaigns is ignoring negative publicity. While it's important to focus on the positive, you can't ignore the negative. Be sure to address any negative publicity in a timely and professional manner.
- Failing to measure results - Another common mistake businesses make with their publicity campaigns is failing to measure results. Be sure to track the metrics that are important to your campaign, such as media coverage, website traffic, social media engagement, and sales. This will help you determine whether or not your campaign is successful.