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Aim: Why is publicity an essential part of the promotional process?

Aim: Why is publicity an essential part of the promotional process?. Do Now : Read Disney’s Press Release Underline info that answers: “Who, What, Where, When, How Why”. Let’s listen closely. What is the message of this song? https://www.youtube.com/watch?v=c3uXSTGpdMk.

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Aim: Why is publicity an essential part of the promotional process?

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  1. Aim: Why is publicity an essential part of the promotional process? Do Now: Read Disney’s Press Release Underline info that answers: “Who, What, Where, When, How Why”

  2. Let’s listen closely What is the message of this song? https://www.youtube.com/watch?v=c3uXSTGpdMk

  3. Sample Press Release • Disney Corporation • http://thewaltdisneycompany.com/disney-news/press-releases

  4. Publicity • Publicity – involves news or newsworthy information about an organization to the public’s attention. • This process is called placement. • The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace.

  5. Press Release Written or recorded communication directed at members of the news media announcing something newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at different types of media outlets Ex: newspapers, magazines, radio stations, online media, television stations or television networks.

  6. Publicity • Positive publicity can create and maintain a company’s positive image. • Negative publicity can devastate it. • People like to do business with respectable companies.

  7. Advantages of Publicity • COST! Unlike advertising, the placement for publicity is free. • An example would be a one minute story on the evening news compared to 15 seconds of advertising time on the same broadcast.

  8. Advantages of Publicity • Newspapers, television and radio news programs are usually viewed as more objective than advertisers. • People are more likely to pay attention and believe news stories than advertisements.

  9. Disadvantages of Publicity • The disadvantage to publicity is that its content, unlike paid advertising is not easily controlled by the business that issues it. • The media selects the content and the story angle and decide how and when to present the content. • Examples: http://akdart.com/med6.html

  10. Disadvantages of Publicity • Negative stories about an accident or an unsafe product are as likely to get publicized as positive ones about company successes. • Businesses work extremely hard to generate positive publicity and avoid negative publicity.

  11. Today’s Activity • Write your own news release! • You may choose to write a fictional PR or a true story regarding a company of your choice. • TODAY- you will have what company and what topic you will write about. • Remember- it must be POSITIVE

  12. Let’s Summarize • Why is publicity considered part of public relations? • What is an advantage to publicity? • What is a disadvantage?

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