PR AND PUBLICITY

— PR AND PUBLICITY:

Publicity is often confused as an identical activity to PR probably because it is the most visible aspect of PR. Tangible evidence of PR efforts can be seen thorough publicity.

A publicist works on only one area of PR-dissemination of information for the media. Publicity consists of obtaining free space or time for news about the organization. Spreading of information in this way can effectively improve PR program. But it is quite possible to have wide, even favorable publicity and still not achieve good public relations. Publicity can sometimes be unfavorable or even controversial. Frequently, its over abundance may cause bad reaction instead of good.

Publicity can be measured by the length of space or time obtained in mass media and it is possible to maintain a record through press clipping. But publicity is, in effect, one-way communication. PR, on the other hand, strives to initiate dialogue and feedback. It is a more complex and comprehensive discipline.

Unlike advertising the main cost of PR is time. If an advertising campaign is undertaken too early, it will fail to overcome the barriers of prejudice, apathy and ignorance. To create acceptance, interest and impart knowledge, PR should come earlier.

While PR begins very early and then proceeds steadily as a constant factor as a part of an organization’s existence, advertising is intensive at the launch and then tapers off in proportion to the product sensibility.