Media Publicity and its importance

In order to sell any products or services, your customers have to know that your business exists. Publicity is the process of creating public awareness of your business, brand, products, or services through media coverage and other forms of communication

Media coverage has unique advantages as a promotional strategy. After more than 30 years, Media Relations is a recognized expert in arranging product publicity. Following are really good reasons why one should make media coverage one of their marketing priorities.
Media stories put a face on your company. When your spokesperson is featured in the news, you have the opportunity to build trust and credibility with your audience.
You can make an emotional connection with your audience. We all prefer to do business with people we like. When consumers see a likable, knowledgeable person saying nice things about your product in a news story, they’re more apt to have a positive opinion about your company.
News stories cause audiences to pay attention. Media Relations’ publicists are experts at getting the media to pay attention to your story. In turn, reporters and producers are experts at positioning stories so that their audiences will pay attention to your message.

Importance Of Media Publicity

A business firm can get various benefits from use of publicity as promotion mix . Its credibility, greater number of readers, adequate information, low cost and greater speed of passing information are the main causes to make it important.

1. Credibility
   As sponsor is not mentioned or not identified in publicity, the information and message about goods or services communicated by independent source become more credible and dependable.
2. Greater readership
   As information and messages about goods or services are communicated mostly through important newspapers or other media , greater number of readers can read the information and messages published in them. So, sometime publicity plays an important role of promotion.
3. Contains more information
   Publicity is used as more information and messages can be included in it than in other promotion methods , specially, advertisement. Many aspects of goods or services of business firm can be covered in special feature articles.
4. Cost benefit
   Not so considerable cost is needed in publicity. Advertisement is a costly method of promotion, but publicity is comparatively much economical method. In other words, if calculated the cost for advertisement, more benefits can be received from publicity.
5. Speed
   Speed is another importance of publicity. It is the faster means for communication , information and messages about firm and its goods or services. Publicity has greater speed to reach the public.