0:00:00.399,0:00:04.080

All right. So publicity is a key part of

0:00:03.360,0:00:06.240

promotion

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which is of course one of our main tools

0:00:06.240,0:00:10.240

as marketers

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but with publicity we don't control the

0:00:10.240,0:00:14.719

message,

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so how can we manage publicity?

0:00:14.719,0:00:18.640

Well we can't control the message

0:00:16.640,0:00:20.720

completely but we can sort of

0:00:18.640,0:00:22.640

start the conversation through what we

0:00:20.720,0:00:25.359

call press releases,

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so we can notify the media when we have

0:00:25.359,0:00:28.960

a new product coming out

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they may or may not report on it but we

0:00:28.960,0:00:33.520

can at least let them know.

0:00:30.800,0:00:34.559

If we sponsor an event as you see in the

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next bullet point

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with sponsorships or getting involved

0:00:36.399,0:00:40.399

with a charity that's something we

0:00:38.239,0:00:41.360

probably want the media to talk about so

0:00:40.399,0:00:45.280

we should also

0:00:41.360,0:00:47.520

issue a press release in that situation.

0:00:45.280,0:00:49.200

Also just anything that we're doing that

0:00:47.520,0:00:51.199

we think is positive

0:00:49.200,0:00:53.760

we should sort of let the media know in

0:00:51.199,0:00:55.360

case they would decide to talk about it,

0:00:53.760,0:00:56.879

that's one way to try to manage

0:00:55.360,0:00:58.559

publicity.

0:00:56.879,0:01:00.559

Another way is like i said the

0:00:58.559,0:01:01.440

sponsorships and and being involved with

0:01:00.559,0:01:03.440

charity

0:01:01.440,0:01:05.600

we know that it would be hard for

0:01:03.440,0:01:08.080

somebody to take that negatively

0:01:05.600,0:01:08.960

unless they don't like the cause that we

0:01:08.080,0:01:11.439

have uh

0:01:08.960,0:01:12.320

affiliated with, so as long as we choose

0:01:11.439,0:01:14.240

carefully

0:01:12.320,0:01:16.159

being involved with a charity or or

0:01:14.240,0:01:18.640

sponsoring some kind of event

0:01:16.159,0:01:20.880

should be you know nothing but positive

0:01:18.640,0:01:23.360

publicity.

0:01:20.880,0:01:25.680

Next we can help encourage what we call

0:01:23.360,0:01:27.360

brand advocates or or people to go out

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and talk about us,

0:01:27.360,0:01:31.360

if we can identify people that like us

0:01:29.680,0:01:32.079

and encourage them to tell other people

0:01:31.360,0:01:33.600

about us

0:01:32.079,0:01:35.600

there's a good chance that publicity

0:01:33.600,0:01:37.439

will be positive.

0:01:35.600,0:01:39.439

Another key way we can try to manage

0:01:37.439,0:01:41.840

publicity in today's world is by being

0:01:39.439,0:01:43.920

active on social media,

0:01:41.840,0:01:44.880

that's a place where we can start

0:01:43.920,0:01:47.520

conversations

0:01:44.880,0:01:48.880

that you know we can't control where

0:01:47.520,0:01:51.040

they go from there

0:01:48.880,0:01:53.040

but we can at least start a conversation

0:01:51.040,0:01:54.560

on the right foot.

0:01:53.040,0:01:56.320

Coupled with that is what we call

0:01:54.560,0:01:58.000

influencer marketing or

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identifying people that have a big

0:01:58.000,0:02:01.920

audience and

0:01:59.439,0:02:02.880

trying to get them to talk about us,

0:02:01.920,0:02:04.240

again it

0:02:02.880,0:02:06.719

could be a very good source of good

0:02:04.240,0:02:09.520

publicity. Lastly

0:02:06.719,0:02:10.479

if we can help encourage or create brand

0:02:09.520,0:02:12.959

communities

0:02:10.479,0:02:14.080

people that come together around our

0:02:12.959,0:02:16.560

brand

0:02:14.080,0:02:18.239

that should generally create positive

0:02:16.560,0:02:20.319

publicity as well.

0:02:18.239,0:02:22.000

So while we can't control all the

0:02:20.319,0:02:24.239

messaging and we can't control

0:02:22.000,0:02:26.480

what other people say about us these are

0:02:24.239,0:02:28.760

ways that we can try to manage publicity

0:02:26.480,0:02:31.760

and hopefully steer it in a positive

0:02:28.760,0:02:31.760

direction.