Publicity

In early 19th century Paris, the advertisements and publicity campaigns for consumer items, such as cashmere shawls, and retailers such as perfumeries soon attracted regulation on flyposting.

He also states how publicity is a form of activity in which should be associated with the sales promotion effort of a company, in order to help aid advertising and personal salesmanship as well.

[7] Kent also stated that the doing of publicity can help attract attention whilst also supplying information regarding a specific organization or individual client and any event, activity or attribute associated with them.

Though there are many aspects to a publicist's job, their main function is to persuade the news media to report about their client in the most positive way possible.

Publicists identify newsworthy aspects of products and personalities to offer to media outlets as possible reportage ideas.

[12] Publicists are also responsible for shaping reportage about their clients in a timely manner that fits within a media outlet's news cycle.

A press agent, or flack, is a professional publicist who acts on behalf of his or her client on all matters involving public relations.

Press agents are occasionally required to act as "spin doctors, to put into the best light their clients' public actions.

While press agents have traditionally worked with newspapers and television, they may also be conversant with newer media forms such as blogs and podcasts.

One of the most important factors in relation to influencing a consumer's buying decision is how a company, brand, or individual deals with negative publicity.

[13][14] Negative publicity's high credibility and greater influence compared to other company-controlled communications play a part in the potential damage it may have on a corporate image.

Companies must adopt the CSR approach early for it to be effective, or potential risks such as falsified intentions may develop within a consumer's perception.