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What is Publicity?
Publicity is any unpaid, non-personal communication about a product brand or idea. There are two key things to this definition.
One is that we don't typically pay for publicity. That's a big difference between other strategic tools like advertising.
The other key to this definition is that publicity is non-personal. This means that we're not really targeting individuals or even a specific audience a lot of times. We just want the message to get out.
How do we Create publicity?
One way to create publicity is through media coverage. We can let the media know what's going on with us, what we're doing, and that sort of thing. This is commonly done through a press release. We hope that they'll pick up the story and put it out there for us.
Another way that we use publicity is through what's called public relations. This is where we communicate with the general public and try to create a positive sort of relationship or image for ourselves with the public. This can be sponsorship of certain events or charitable causes with which we can get involved.
Lastly, publicity, as compared to advertising, is typically more general. We are not talking about a specific product or some some new aspect of our brand. We are mostly just trying to improve our image. We want to keep it general and just about the company or about the brand.
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