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Published byPauline Montgomery Modified over 9 years ago
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Any activity designed to create a favorable image toward a business, its products or policies. Publicity
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NONPERSONAL PROMOTION PUBLICITY is a NOT PAID is a form of promotion that is NOT PAID for by the business or individual which benefits from it; information that is provided to the public by the media or other sources at no cost to the business. Example: Word of Mouth
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Publicity can be positive or negative Publicity has credibility because people believe the media is objective and presents facts Publicity reaches a mass audience because a large number of people follow the news, especially the national news Publicity is intended to inform rather than to sell
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Publicity does not have a sponsor Publicity cannot be controlled by the recipient Publicity does have costs when a business engages staff to write news releases for the media
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Held in higher regard Helps increase profits Easier to do business Hiring easier Saves advertising money
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Inaccurate information May fail to reach the desired audience Can cause harm Usually not repeated Expensive if staff hired
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