1. PUBLICITY & PUBLIC RELATIONS

2. 2 Publicity  Publicity is unpaid media coverage of a business. It can be positive or negative, but can be very powerful.

3. 3 Negative Publicity  Negative publicity can damage sales for a company or for an entire industry.  The Bre-X Minerals scam of the late 1990s set back the junior mining industry for years.

4. 4 Positive Publicity  Planned or unplanned, positive publicity enhances the product and improves company value. Provides third-party endorsement and is unpaid.  Any product that makes it on the Oprah Winfrey show in a giveaway receives tons of publicity.

5. 5 Public Relations  The management of publicity including:  crisis management  lobbying  communications  media relations

6. 6 Crisis Management  Damage control for when things go wrong. Correct the problem and publicize the correction. Turn it into a benefit if possible.  The tampering of Tylenol bottles in 1982 led to 7 deaths in the U.S.A.. The bottles were recalled, tamper-proof bottles were introduced and the product was re-launched.

7. 7 Lobbying  Professionals are often hired to pressure government representatives to vote a certain way on an issue. Very prevalent in the United States as lobbyists can influence politicians and lawmakers to a considerable extent.

8. 8 Communications  Brochures to potential customers and annual reports to potential investors. All publically traded companies in the U.S. must file regular financial documents to the S.E.C.

9. 9 Media Relations  Using a database, PR professionals will target specific media with specific stories.

10. 10 Spinning  Press Releases  Press Kits  Press Conferences  Press Junkets

11. 11 Breakdown of Spinning  Press Releases are crafty pieces that say positive things about a product or service or company.  Often go in a Press Kit with background pieces.  Handed out at Press Conferences.  All expenses paid Press Junkets may also be a part of it.

12. 12 Targets  Consumer targets  Business targets  Regional or national

13. 13 Photo Ops  Special events are often used to draw the media.  Staged events  Book signings  Celebrities at fundraisers

14. 14 What does the Media want?  Experts  Great visuals or sound bites  Facts and stats  Tips  Relevant angle

15. 15 Media Training  Take control  Set it up, don’t show dirty laundry  Stay on message  Watch non-verbal message  Don’t mention competitors  Don’t wing it  Address ‘negatives’