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July 13, 2007, Newsletter Issue #250: Publicity Goals
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Tip of the Week
The goal of a Publicity program is the same as the rest of your communications strategy: to reach specific audiences with messages about your organization's artistic product, while increasing awareness of your organization. What makes the Publicity program distinct from the rest of the Communications Strategy is that unlike a paid ad placement, you can´t control where, when, how or even if your story will appear – the media´s reporters, reviewers, editors and producers make those decisions. The content of those stories, the spin they take on your message, is also in their hands. Therefore, as intermediaries and interpreters for your message, you must attempt to understand the media´s mindset as well as you understand your end customer´s.
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