Publicity
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| What is publicity? | It involves securing editorial spaces as divorced from paid space, in all media read, viewed, or heard by a company's customers or prospects, for the specific purpose of assisting in the meeting of sales goals | |
| Explain the cost of publicity. | With publicity, we do not pay for the medium, but we do pay for the PR team--the people who produce the stories. | |
| 4 Kinds of Publicity | 1)news release 2)feature article 3)captioned photograph 4)press conference | |
| What is the difference between a news release and a feature article? | A news release is a single page, usually under 300 words. A feature article is a longer manuscript prepared for a specific publication. | |
| 3 Benefits of Publicity | 1)makes people aware of firm's product 2)helps company maintain a positive image 3)enhances a particular image | |
| 3 Requirements of a Publicity Program | 1)create & maintain a systematic, continuous publicity program 2)establish good relations with the media 3)avoid poorly written material |
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