The purpose of public relations is to create and maintain a positive image for the company. Public relations is not just about advertising, but also includes creating awareness, building relationships with stakeholders, and measuring the effectiveness of these efforts.
Product publicity is when a company releases information about their product to the public. Business publicity is similar, but it’s more focused on the business itself and its products or services. Read more in detail here: what is publicity in business.
Is there a distinction between product and business PR, and how do you know which is best for you?
“It doesn’t matter – publicity is publicity, and I’ll take anything I can get,” some entrepreneurs and company owners may respond. True to some extent, but the astute entrepreneur recognizes that the impacts of product and business exposure on your bottom line are vastly different.
Also see: How to Run a Successful Publicity Campaign.
Sure, the goal is to raise customer and industry awareness of the product or service, as well as boost revenue. However, how you go about boosting brand recognition and awareness may be the difference between exposure and obscurity.
It’s all about timing when it comes to determining which kind of PR campaign you’ll require. “Diversified Publicity,” as I call it, is what I suggest to my clients. Publicity should be diversified in the same way that stockbrokers advise their customers to diversify their investments. A well-rounded PR portfolio is a lively and dynamic one. Diversified PR refers to developing various publicity perspectives depending on your company’s life cycle and scheduling media pitches for maximum exposure.
I would suggest the following PR campaigns/pitches in the following sequence in a normal company plan: 2) Business Publicity – detailed in B) 1) Product Publicity – described in A)
* Based on product upgrades, new product releases, company growth and expansion, and so on, this cycle may be repeated over and again.
A) Diversified PR usually starts with a national “new product publicity” campaign aimed at garnering various media placements and generating consumer and industry interest. Many media sources are on the lookout for new goods and will provide you with thorough product profiles/reviews in their magazines or on their programs.
B) A few months following the product campaign, we’d start a “publicity” campaign, or what I’d call a “corporate campaign.” This is a campaign that focuses on the people behind the product, which, in turn, indirectly promotes the product, resulting in more sales. In this case, I prefer to emphasize new events that have happened since the product’s introduction, such as product acceptance, sales milestones, the product’s effect on the industry or on a specific client, strategic partnerships with other companies, and so on. This is also an excellent time to highlight any noteworthy events that happened throughout the creation of the product or company.
It’s worth noting that, particularly in beginning companies, new product marketing is often mistaken for company PR – the business is, for all intents and purposes, the product. You’ve all seen the news headlines about a revolutionary new product. Despite the fact that the product is the primary focus of the narrative, the business that created it is always addressed. If the product is launched by a well-known business, such as Panasonic, Schwinn, or Kellogg’s, the writer will not go into great detail about the company — at least not in this article. If, on the other hand, the firm or business is new, the reporter or producer will almost certainly add extra material to introduce the company behind this cutting-edge new product. A short mention of the business in any new product story, on the other hand, does not constitute a corporate campaign. You should nevertheless follow up with a great corporate marketing a few months later, detailing the success of the recent product introduction.
Many companies that have started product marketing in recent months or even years have failed to follow up with corporate efforts. There are still pins in this frame despite the fact that they only rolled one of their promotional bowling balls. Perhaps the company just attempted to ride out the product’s media attention for as long as the media would allow, and is now hoping for sustained sales. As wonderful as the product is, it’s important to remember that product publicity has a shelf life, which means you can only use fresh product publicity aspects for a short period. When the shelf life of your Diversified Publicity campaign has expired, it’s time to move on to the next stage. As a former TV reporter and producer, I can tell you that I was constantly looking for new material, unusual topics, and new perspectives. Whether a reporter/editor/producer utilized or passed on your new product pitch, remind them of how the product is currently affecting the industry – a newsworthy aspect that has emerged since the product’s debut a few months ago. Both pitches should, in theory, provide covering.
These campaigns’ media objectives are also very different. The consumer and general interest journalistic basis for the new product promotion will be strong. The corporate campaign will have a considerably greater business/industry bent, and will therefore target entirely different editors or producers. The key to your public relations success is researching the vast media markets and channels to identify the most relevant media targets.
Use these varied publicity ideas to take advantage of the ever-increasing media market, keeping you, your product, and your company in an equally diverse public eye, whether you’re at the new product publicity stage or the business publicity stage.
Publicity is the process of generating and exchanging information about a person, company, brand, product or service. It’s the idea that your business should be seen by as many people as possible in order to get more customers. Reference: what is publicity in marketing.
Frequently Asked Questions
What is the product publicity?
The product publicity is the advertisement of a companys products.
What is business publicity definition?
A business publicity is a process that involves the promotion of a company or product. This can be done through advertising, marketing, and public relations.
What are two types of publicity?
Publicity can be classified as either positive or negative. Positive publicity is when the company, brand, or person receives attention for something good that they have done. Negative publicity is when the company, brand, or person receives attention for something bad that they have done.
- what is product publicity
- product publicity examples
- new product publicity examples
- what is product publicity in public relations
- types of publicity