Publicity stunt | Solutional Webdesign Antwerpen

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A publicity^[2] stunt is a planned event designed to garner media attention and create buzz around a particular product, person, or cause. It is often used in marketing and relations publiques^[1] as a way to generate wide-scale awareness and interest. Examples of publicity stunts include J.P. Morgan Jr.’s circus stunt in 1933, the Calendar Girls fundraising stunt in 1999, and the money distribution by PEACE in German cities in 2013. These events aim to capture public and media attention, often having a significant impact on the entity they are promoting. Publicity stunts can range from the outrageous to the innovative, but all share a common goal: to capture and hold the public’s attention. They can be an effective tool in marketing and public relations, provided they are carefully planned and executed, and resonate with the intended audience.

Définitions des termes

1. ↑ relations publiques.

1 Les relations publiques, souvent abrégées en PR, sont un processus de communication stratégique qui permet d'établir des relations mutuellement bénéfiques entre les organisations et leurs publics. Ce domaine, dont les origines remontent au début du XXe siècle avec des personnalités comme Ivy Lee et Edward Louis Bernays, se concentre principalement sur la gestion de la perception d'une organisation par ses parties prenantes. Le rôle des professionnels des relations publiques peut varier de la conception de campagnes de communication à la gestion de situations de crise. Ils travaillent dans différents secteurs tels que les cabinets de relations publiques, les agences gouvernementales et les organisations à but non lucratif. Les tactiques de relations publiques peuvent inclure la communication financière, la publicité auprès des consommateurs, la réponse aux crises, la gestion des litiges juridiques et l'engagement des pouvoirs publics. Les professionnels des relations publiques respectent également des codes éthiques et des normes internationales afin d'équilibrer les intérêts publics et privés.

2 Les relations publiques, souvent abrégées en PR, sont un domaine complexe qui s'articule principalement autour de la gestion de la communication entre une organisation et ses parties prenantes. Il s'agit d'un processus de communication stratégique qui aide les organisations et les individus à établir des relations mutuellement bénéfiques avec le public. Les origines des relations publiques remontent au XXe siècle, mais ce sont des pionniers comme Ivy Lee et Edward Bernays qui ont défini leur pratique moderne. Par essence, les relations publiques consistent à gérer la diffusion d'informations dans le but d'influencer l'opinion et la perception du public. Les principales responsabilités des professionnels des relations publiques comprennent la conception de campagnes de communication, la gestion de la réputation, la gestion de crise, la sensibilisation à la marque et la gestion d'événements. Ils exploitent également les plateformes de médias sociaux pour le marketing et adaptent les messages aux besoins des différents publics. Malgré son importance, ce domaine fait l'objet de critiques pour des pratiques négatives telles que la manipulation et les comportements contraires à l'éthique. Toutefois, pour y remédier, des organisations telles que la CIPR, la PRSA et l'IPR ont publié des codes éthiques pour guider les praticiens des relations publiques.

2. ↑ publicity. Publicity, derived from the French word 'publicité', is a strategic promotional tool aimed at intentional consumer exposure. It began in the 19th century United States where companies utilized explanations, demonstrations, and exaggerations to gain public attention. Later, the approach was refined by Albert Lasker who introduced consumer psychology into advertising. Though often mistaken as a form of sales promotion, publicity serves as a result of public relations, providing favorable information to media and third-party outlets. The role of a publicist is crucial in this realm, as they generate, manage, and shape publicity to influence the public's view of companies, individuals, or works. Negative publicity, while potentially damaging to a brand's reputation and revenue, can be managed through strategies such as corporate social responsibility (CSR). Despite the common misconception, a significant portion of publicity is not free but paid for.

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Glossaire

Coup de pub (Wikipedia)

Au marketing, a publicity stunt is a planned event designed to attract the public's attention to the event's organizers or their cause. Publicity stunts can be professionally organized, or set up by amateurs. Such events are frequently utilized by advertisers et celebrities, many of whom are athletes and politicians.

Publicity stunt in Salt Lake City, 1910: "Little Hip" the elephant, advertising newspaper and theater.

Organizations sometimes seek publicity by staging newsworthy events that attract médias coverage. They can be in the form of groundbreakings, world record attempts, dedications, press conferences, or organized protests. By staging and managing these types of events, the organizations attempt to gain some form of control over what is reported in the media. Successful publicity stunts have news value, offer photo, videoet sound bite opportunities, and are arranged primarily for media coverage.

It can be difficult for organizations to design successful publicity stunts that highlight the message instead of burying it. The importance of publicity stunts is for generating news interest and awareness for the concept, product, or service being marketed.

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