Customer Insights Analysis – What is it and its Strategic Uses?
Digital Marketing 11 min read
We use cookies to personalize content and ads, which enables us to analyze our traffic.
If you continue to use this website, you consent to the use of our cookies. Find out more here.
Type it below, and we'll show you what we've written about it!
Home Blog Digital MarketingPublicity: Is It the Secret Ingredient for Success or Downfall?
A single tale can change your brand’s path overnight. And this is how publicity promotion works – having your brand as the bait on the tittle-tattles of the public. But how would you know if you’re getting the right kind of buzz?
As a digital marketing agency, we’ve looked into the cruces and trifles of publicity in every marketing niche and assembled it in this structured guide.
Publicity can escalate your brand’s or product’s coverage with lesser investments. But if the basic pith of what is publicity in marketing seems like a puzzle to you, things need to be unraveled first. It’s because incorporating this strategy in your marketing mix is like rolling a dice – you’ll never know the outcome, especially when unplanned.
Get one thing wrong, and you could be burning your own bridge through ineffective strategies you’re putting effort on.
Think of publicity promotion as a storm in a teacup. It’s where you’re getting more awareness and coverage by simply having your audience discourse about your brand by themselves, just like getting user engagement on Instagram through written articles and reviews.
While publicity in marketing is an efficient public relations (PR) tactic to win exposure, it has its own implied limit – a metric you should be aware of. So it’s vital for you to know where to aim in the publicity spectrum – should you stick to positive publicity or consider negative publicity too? Well, there’s no such thing as bad publicity, or are there?
We’ll answer all these questions for you so let’s discuss.
Publicity is the process of managing the movement of information to the public through stories, events, blogs, or any other means to generate awareness to the broader audience. It is a non-paid form of promotion that generates viral blows on various media channels, leaving you no control over the message and the information.
The process is basically getting your brand visible to the public through publicized content in trustworthy news and media outlets that are created by reporters, columnists, and journalists. Unlike advertising, publicity induces outcomes by solely using press releases and pitches, not on paid advertising spaces.
Publicity can also be used to enhance your PR. It’s a powerful way to augment the relationship between your company and the public simply by drawing more attention to the topical stories and activities of your brand.
While publicity is known to create brand awareness, it has more extensive objectives which revolve around the idea of organically building the brand’s image. Rather than focusing on promoting a product or service, publicity materials emphasize the process of escalating the brand’s reputation to further stimulate interest and demand.
This image is strategically taken care of not only for the prospective product users but also for the employees, partners, investors, and other stakeholders.
Creating brand awareness through publicity doesn’t demand you to purchase a commercial time and space. Rather, it solely controls the news coverage about your brand on publicized content. This strategy requires you to control the information on the word of mouth that would be tattled by the general public, so there’s a way for you to somehow provoke your desired outcome.
You may appoint publicists to manage your public profile by inducing newsworthy and positive stories of your company and products to be published in other media outlets like press releases, news, and digital media.
The key element of having effective PR is through choosing the right kind of publicity. Remember that publicity isn’t anything similar to traditional advertising where you can state only the favorable qualities of your brand in sparkles. There are crucial considerations before going for a step that exposes your brand to the public or you’ll be flushing your prior investment on the wrong drain.
Below are the examples of publicity you need to differentiate before getting that publicity spotlight.
A study conducted to compare New York Times Book sales suggested that there was a significant raise in an author’s sales by more than 45% after receiving negative feedback from literary critics.
This ultimately suggests that yes, negative publicity is still publicity. Even after receiving negative reviews from the literary critics, the book sales haven’t dropped and revolted up. Having people aware of the product tempts the public to have their own knowledge and opinion about it.
By increasing awareness about a brand or product to a broader audience – even the absence of commendatory praises from critics – brands can still get higher chances of enticing the public to want their products.
Nevertheless, it’s up to you to use negative publicity to your advantage. Big companies often avoid this as it can spell disaster that won’t just die out overnight. Sometimes, it would generate more ripples that would negatively affect the brand, in general.
Photo courtesy of Fox via Pexels
If you’re opting to get your brand involved in the public through publicity, here are some benefits you can expect:
Publicity stunts spread like a wildfire so it’s imperative for any business to have a thorough understanding of the process. Getting the right tales about your business could be tricky but with properly planned pitches, you can trigger desired outcomes. To get you along, we’ve summarized all you need to know about publicity:
What kind of publicity are you opting to try out to garner that public attention for your brand? Share it in the comments section or give us a ring in our Facebook, X, or LinkedIn accounts!
For more stories on publicity and other digital marketing strategies, subscribe to the Propelrr newsletter and get them straight in your inbox.
Choose topics you want to get regular updates on:
Thank you for downloading our free template.
Expect fresh digital marketing resources delivered straight to your inbox every week.
The email address used was already subscribed to the newsletter.
Sign up for our newsletter to get the latest marketing tips and best practices delivered to your inbox.