There are two similar terms that are in widespread use. The first is public relations, and the second is publicity. What is their difference? You can find out about this from the proposed article.
We will consider the fact that this is "publicity."
Meaning of Terms
From the dictionaries about what “public relations” means and that it is “publicity”, you can find out the following.
The first term refers to public relations. They understand the organization of public opinion, the purpose of which is the successful work of the enterprise and the improvement of its reputation. It is carried out through the media.
This implies the skillful building of the relationship between state and public structures on the one hand and citizens on the other, necessary for the interests of the whole society.
The meaning of the word “publicity” is also considered in two aspects:
- Stimulating demand for goods, services that are non-personal. It is carried out through publications in the media or on stage and is not paid by a specific sponsor.
- Publicity, popularity, fame, publicity.
Next, we will talk in detail about the second term.
In simple words
For a company, publicity is a reference to a brand, for example, on television, on the radio, on the Internet. The more such references, the more people learn about the enterprise, better remember its name and, as a result, acquire its products, whether goods or services. In simple words, this is a large audience coverage with information about the company and its wide recognition.
They increase brand awareness with the help of special technologies that form a loyal audience - this increases the confidence of customers. As a result, what customers think and say about a particular brand becomes more important than the information that the brand reports about itself, and the described tool is more effective than advertising.
To understand that this is "publicity", we will consider its influence on the opinion of the population.
Citizens trust
On the one hand, sales without ads are quite difficult. On the other hand, today its number exceeds all conceivable boundaries, people get tired of it and stop reacting, letting it pass its ears. In addition, the methods of its submission often raise doubts about the objectivity of information.
To help come articles on the work of the company, stories on the TV screen associated with a particular brand. Here it is mentioned without advertising a specific product. Gradually, the user begins to listen to the information submitted is not as intrusive as advertising does, learns more about the brand and its products, and often finds a way to solve their problems.
Research conducted by the global measuring company Nielsen Holdings, headquartered in the United States, which provides data and marketing information, suggests the following:
- 70% of users of the World Wide Web express confidence in the information on brand websites;
- 66% rely on reviews from other users;
- 63% trust television company information;
- 40% tend to rely on contextual advertising.
Thus, a recognizable brand begins to enjoy more popularity than just advertising products.
Effect on sales
According to marketers, a product promotion strategy should take into account certain methods and be systematized. According to their proposed methodology, it is necessary to take into account the psychology of the consumer.
Before a person "ripens" to acquire a product, the following processes take place in his mind, which can be represented in four stages.
- Awareness of the need for a particular product.
- Search for possible solutions to the problem.
- Evaluation of options for the proposed choice.
- Awareness of the need to purchase a particular product.
The process ends with a purchase.
At each of the indicated stages, the client should be given prompts and answers to his questions. This helps the appeal to the studied tool.
In conclusion, the consideration of the issue of what is “publicity”, let us say about one of the ways to achieve recognition.
Media Publications
This is one of the best ways to achieve brand fame. It is very important to be the first. This means being the first creator of new technologies, fundamentally new products or unusual services. The media is always in need of hot news, and if the brand is capable of creating news, then it has a high chance of reaching a high level of publicity.
Today, the leaders of the IT market are companies such as:
- Microsoft
- Intel
- Dell
- Oracle;
- "Cisco";
- "GLANDERS".
They always appear on the pages of well-known media with news and PR materials. Among them:
- The Wall Street Journal;
- "Business Week";
- Forbes
- Fortune.
These companies continue to do this to this day, producing hundreds of news daily, so even those who are not passionate about computers, he must have heard them from the media.
Thus, publicity today is an effective tool for promoting goods and services on the market.