Commercial Applications
"A company needs to pay for its publicity to the media owners." Justify a reason either for or against.
Public Relations
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Answer
Against the statement. A company does not need to pay for publicity to media owners.
Publicity is different from advertising. While advertising is a paid form of non-personal communication where the advertiser pays the media owner for space or time, publicity is non-personal stimulation of demand which is NOT paid for by the sponsor. The message originates from the media itself, often in the form of news releases, press conferences, and news stories.
Good working relationships with editors, reporters, columnists and broadcasters are essential for securing good publicity coverage, but the company does not pay the media owners for this coverage. Hence, the statement is incorrect.
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