Publicity
| Author | Jennifer Scheffer |
| Pages | 626-628 |
Page 626
The Publicity Handbook: How to Maximize Publicity for Products, Services, and Organizations, by David Yale, explains that supplying information that is factual, interesting, and newsworthy to media not controlled by oneself is publicity. The media involved can take a variety of forms, including magazines, newspapers, radio, television, and trade journals. The Random House Handbook of Business Terms defines publicity as "information designed to appear in any medium of communication for the purpose of keeping the name of a person or company before the public or of creating public interest in their activities" (Nisberg, 1988, p. 229).
Publicity is usually generated from an organization's public relations department and its goal is to gain media coverage. Newsworthy events receiving publicity include ground-breaking ceremonies, press conferences, organized protests, and ceremonial appointments. Successful publicity occurs when an organization has a carefully designed publicity plan, which includes crisis control methods. Media gatekeepers favor publicity events that provide opportunities for photos and video or sound recordings and effectively communicate the source's intended message.
Ethical performance helps a company prevent or counteract negative publicity and gives a company, organization, or individual a competitive edge in gaining air-time or space in publications. In order to gain publicity, a company or individual must have clearly defined and specific goals. Publicity can help a company accomplish many of its goals. Effective publicity can increase sales, bring more customers into a store, and clarify misconceptions. Companies must pick and choose which events deserve media coverage in order to avoid "overkill." Not everything needs full-scale media attention—only events that are most newsworthy and important.
Negative publicity can be the result of a mishandled crisis. Anticipating crises and having a solid crisis plan in place, however, can save a company from potentially disastrous situations and enhance its image. A company must first understand the different types of potential crises that exist, avoid common mistakes when handling crises, and be proactive when dealing with a crisis.
The February 5, 2001, article Can Firestone Get Back on the Road? in the Brand Debate section of the brand-channel.com Web site points out that the rise of the Internet has made it possible for bad news to travel fast, making it more difficult for companies to react quickly when a crisis strikes. Online discussion groups and chat rooms can spread worldwide bad publicity for a company within minutes. Moreover, consumers have become more skeptical and less trusting than they were even...
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