What Is Publicity? (With Examples)
- Career development
- What Is Publicity? (With Examples)
By Indeed Editorial Team
Published April 5, 2021
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed’s data and insights to deliver useful tips to help guide your career journey.
Publicity can play a major role in how the public perceives a company. Publicity, which includes media coverage, social media and more, aims to increase public awareness of a company or product. Knowing how to generate positive publicity is important because it can increase the likelihood of a consumer engaging with your company or purchasing your products. In this article, we define publicity, explain why it’s important and provide examples of publicity to help inspire your own ideas.
What is publicity?
Publicity is a term that refers to public awareness of a company or person. The ultimate goal of publicity is to create a positive public perception of a company to inspire more people to engage with it. Often, companies use publicity as a component of a marketing campaign. You can generate publicity through media, which can include traditional news sources as well as new media like blogs and podcasts.
The people who are responsible for generating publicity are called publicists. Publicists often work with the media and write press releases, and they are sometimes referred to as press agents. Publicists also use social media marketing techniques to promote their companies and create partnerships with other businesses. Another common publicity tactic is organizing publicity stunts, which are staged events intended to draw media coverage with the goal of creating publicity.
Related: 17 Types of Public Relations Jobs
Why is publicity important?
Publicity is important because it can help increase a company’s public visibility and credibility. This can create a positive public perception of the company, which can make people more likely to purchase its products or services. Therefore, publicity can play a major role in a company’s success. Publicity can also be very cost-effective, making it a valuable tool for businesses to include in their marketing strategies.
Publicity vs. marketing
Publicity is often included in marketing strategies, but there are a few differences between publicity and marketing. Here are some key differences to consider:
Costs
One major difference between publicity and marketing is the costs involved. Typically, publicity is free, while marketing often comes with expenses. For example, if a publicist writes a press release, media outlets may publish it for free. However, if a marketer wants to run an advertisement, they may have to pay for advertisement space and other costs.
Related: A Guide To Effective Marketing Techniques
Audience
The intended audience for publicists is usually the general public, as the goal of publicity is to increase a client’s public awareness. However, marketers typically hone in on a client’s targeted audience. For example, the targeted audience of a custom swimwear company might be professional swimmers. However, through publicity, the company would aim to make the general public aware of their custom swimwear, not only professional swimmers.
Read more: How To Find Your Target Audience
Message
Another difference between publicity and marketing is the message you present to the public. Typically, publicity simply aims to make an audience aware of the existence of a company or product. Marketing, in comparison, usually has a specific message, such as how a product can help consumers.
Examples of publicity
You can use a variety of tactics to generate publicity. Here are some examples that you can implement within your own company:
Press release
A press release is a statement that publicists write and send to media contacts. Typically, press releases include newsworthy information about your company, such as important changes or new products. Try to tell a story about your company that engages and intrigues readers.
For example, you could write a press release about an event your company is hosting, including background information on your company, some details of the event and instructions for how to register to attend the event. Getting a press release like this published in the news media could increase awareness of your company and invite people to engage with you by attending an event.
Read more: How To Write a Press Release
Public speaking
Another way to generate publicity is by signing up to speak about your company in public. Consider volunteering to speak at public events, on podcasts or for newspaper interviews. By volunteering to offer advice as an expert in your field, you create the opportunity to speak positively about your company and increase listeners’ awareness.
For example, if your company is in the health food industry, you could contact the host of a nutrition podcast and offer to appear in an episode about the story of your company and how your company creates health food products. This could make your company visible to an audience that is already interested in your industry and that may be likely to purchase your products.
Publicity stunt
Another example of publicity is a publicity stunt. Publicity stunts are staged events that are designed to result in positive media coverage. This can increase the public’s knowledge of your company and create a positive perception. An example of a publicity stunt could be staging a viral social media post that attracts new followers and media coverage.
Social media
Social media is also a form of publicity. You can post content to your social media profiles to give your audience a chance to engage with you. By posting great content, your audience may be more likely to share your posts within their own network, generating further publicity.
For example, if your company makes sustainable outdoor gear, you could post a photo of a real customer camping with your company’s tent and sleeping bag. A customer who runs a social media profile dedicated to camping might see the post and decide to share it, making your company visible to a larger audience.
Related: What Is Social Media Marketing?
Networking
Finally, you can generate publicity by forming relationships with members of the media. You can begin networking with individuals by attending events or reaching out through phone or email. Having media contacts can help you publish content like press releases and increase coverage of your company. Then, whenever you create a press release or want to share news about your company, you can connect with your media contacts to begin generating publicity.