Our guest blogger Murry Shohat is back with Part 2 in the series, Understanding Publicity. Let’s get to it.
In Understanding Publicity, Part 1, I mentioned that with advertising, you pay for space and time. With publicity, you mostly PRAY for space and time. The reason is simple: there is a sort of “church/state” separation or wall that is firmly in place in western journalism. You can buy ads but you can’t buy a news story. You can pay for a TV or radio commercial but you can’t throw dollars at a reporter for coverage, not in any media that’ll help your business. Online, you can pay for incoming links to increase your page ranking in major search engines, but many experts, and even Google frowns upon this type on insincere and inorganic form of website publicity.
If you study the media, you’ll learn that good editorial content receives five to twenty times more attention than advertising content. On the web especially, content is king. We sometimes mute commercials, or skip them, right? We do the same for interruptive flash banner ads. We usually read a newspaper for news and features, barely noticing the ads. Thus, if you can get editorial attention, it’s worth the effort because the attention provides leverage. Sitting on top, like whipped cream, is the endorsement value of publicity.