Many top publicists in Los Angeles know that publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.
Publicity is the act of attracting the media attention and gaining visibility with the public, it necessarily needs the compliment of the media it cannot be done internally because it requires the attention of the publicist and it is the publicist that carries out publicity while PR is the strategic management function that helps an organization communicate, establish and maintain relation with the important audiences, It can be done internally without the use of media
From a marketing perspective, publicity is one component of promotion which is one component of marketing. The other elements of the promotional mix are advertising, sales promotion direct marketing and personal selling. Examples of promotional tactics include:
· Art exhibitions
· event sponsorship
· Arrange a speech or talk
· Make an analysis or prediction
· Conduct a poll or survey
· Issue a report
· Take a stand on a controversial subject
· Arrange for a testimonial
· Announce an appointment
· Invent then present an award
· Stage a debate
· Organize a tour of your business or projects
· Issue a commendation
The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media.
Publicity draws on several key themes including birth, love, and death. These are of particular interest because they are themes in human lives which feature heavily throughout life. In television serials several couples have emerged during crucial ratings and important publicity times, as a way to make constant headlines. Also known as a publicity stunt, he pairings may or may not be according to the fact.
"Publicity is not merely an assembly of competing messages: it is a language in itself which is always being used to make the same general proposal," writes the art critic John Berger. "It proposes to each of us that we transform ourselves, or our lives by buying something more.
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