PUBLICITY AND PROMOTION
Publicity is a developed program of communication intended to promote the interest and participation of individuals. Publicity informs, sells, educates, clarifies, exposes, excites, and involves. It serves as the vital link between the planned program and program response. Depending on the quality of the program, publicity can be one of the prime determinants of the success or failure of the program.
Publicizing A Program
"Getting the word out" is a major part of the program planning process. Hastily prepared, ill-timed publicity can be as ineffective as a program planned in the same manner. On occasion, an event may have so much potential appeal that adequate publicity may consist merely of word of mouth. Other times, the program may be so new and unheard of that it is necessary to organize a full scale publicity campaign to generate interest and enthusiasm for the event, giving the potential audience at least some idea of the nature of the program. However, most of the time there is abundant interest on the campus for just about any type of program and the task lies in tapping that interest through high quality publicity methods.
Response To Promotional Methods
Promotional techniques, whether in the form of posters, banners, flyers, ads, etc., will evoke a psychological response before the reader thinks about the message being communicated. The best publicity is clean, readable, attractive, and informative. Super-arty graphics are nice and colorful, but the purpose may be lost if one cannot tell fairly quickly what the program is about. A flyer or poster that is unattractive to the eye, poorly designed, or badly printed may be a detriment to the program rather than an aid. The character of the publicity, whatever it may be, reflects the quality of the upcoming program.