Publicity and Public Relations

Both publicity and public relations are non-paid forms of communication. In our business, publicity concerns enhancing sales for a particular event, performance or product by obtaining extensive print, radio and TV coverage.  Public relations, as we use the term, includes a regular program of press releases, interviews and other non-paid exposure on a continuing basis to garner favorable public or customer opinion, enhance recruitment, improve shareholder relations, build brand image or to favorably affect public policy.

Publicity is all about selling tickets, enhancing attendance, increasing sales of particular items and/or building target customer awareness of an event, store, product or service.

Recently, the Ringling Bros. and Barnum & Bailey circus visited the Arena at Harbor Yard in Bridgeport, CT.  The morning after opening night, we invited a popular local radio station, WEBE-FM 108 and their morning team broadcast directly from one of the three rings.  News 12, an important cable station that covers a large number of surrounding towns, also accepted our suggestion that they broadcast weather reports directly from the circus, aided by circus performers and animals.

Above left, WEBE morning personalities Storm N Norman and Cathie Taylor attempt to interview Ringling Bros. and Barnum & Bailey clown Gregory Parks.  At right, News 12 Weatherman Paul Piorek is introduced to "Goldie," a 12 ft. long albino python by TM The Gator Guy.

The result was that the circus received wide exposure on both radio and cable TV for more than three morning hours, which gave listeners and viewers plenty of time to buy tickets to the remaining performance.

Above Storm N Norman tried to explain to his audience which end of the alligator he likes best.  Storm's jacket was borrowed from a rack of costumes made available by the circus performers that morning.

While promotions of this type are hard work for the visiting media, they are also fun and different and that comes through to listeners and viewers. Arranging targeted publicity like this takes time and effort.  The media must be contacted in advance with complete details and then re-contacted to make final arrangements.  All the elements such as security, access, music, lighting and "guest" performers must be worked out with the production and venue staff and then actively managed as the event unfolds.

Photos on this page courtesy of WEBE-FM 108