Corporations accomplish publicity by making contributions to the public well being. Large donations to a college or university get news coverage. Corporations sponsor cultural programming on public television and such sports events as the Boston Marathon and the Olympic games. Companies also give important assistance to charities.
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Publicity planned especially as PR is directed news: it is information that its source wants published. When opposing promotion from an additional source comes into view, a public relations disaster can take place. The administration of President Ronald Reagan was fixed in such a disaster in 1986-87. After quite a lot of years of declarations that it would by no means pact with worldwide terrorists, the administration was forced to confess that it had sold weapons to Iran in the hopeless hope of gaining the release of hostages held in Lebanon. So harmful was the unpleasant publicity that no PR campaign could conquer it.
Inappropriately poised or poorly inclined campaigns are the major collapse of many PR efforts. Poorly written, over-commercialized media releases, uncalculated, misdirected mass e-mailing of the release pitch, no follow-up media relations/media request fulfillment etc.
In high society, it is better not to be seen, than to be seen in the wrong places or in the wrong company. But in high tech, any type of visibility is better than none. After all, visibility--especially the type of intent visibility created by unpaid advertising--creates mind share, which, in our view, usually leads to market share.
Advertising is a many-sided and sensitively complex happening. It informs information to possible customers, consumers, dealers, shareholders, the society, or other stakeholders in the firm. It inspires each of these to do his bit: consumers to consume, investors to invest and so on. But this is not the major purpose of the advertising dollar. Modern economic signal theory has cast advertising in a new and surprising - despite the fact that by no means counterintuitive - light.
According to this theory, the role of advertising is to hint to the marketplace the advertiser's flexibility, permanence, riches, influence, and supremacy. By splurging money of advertising, the advertiser in fact informs us - the "eyeballs" - that it is here to stay, adequately wealthy to finance its ads, steady, dependable, and leading.
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