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• Guerrilla marketing: Grabbing the attention of consumers by creating seemingly impromptu promotional campaigns in public spaces where consumers engage in their daily routine. In every metropolitan region, marketers hand out free samples in crowded public spaces.
• News reports: Sending completed news reports to media organizations demonstrating the product’s benefits
• Press releases: Creating news forms designed to attract the interest of the media to cover an event the marketer is sponsoring.
• Public service activities: Donating money, volunteers or resources to activities designed to support a social cause.
• Special events: A conference, presentation, or other type of organized event that tries to address an issue of public interest.
• Social networks: An online networking forum enabling users
access to one another’s self-created profiles.
• Video-sharing: Posting a video onto a site like YouTube can
generate publicity as these sites allow individuals to link and to forward your video to other members of their social networks.
facToRs To consiDeR
The aim of public relations is to create messages that build a favourable reputation for the company without paying the full cost of dissemination. Because the firm relies on the media and individuals to circulate the information, the firm loses control over how the message is transmitted; if the audience realizes the agenda behind the message, they can react negatively, rendering the message into a symbol of scorn or ridicule. Let’s now turn to a bit more on buzz marketing which is an important tool in the post- modern marketer’s kit bag.
BUzz MARKETING
As we discussed earlier, the average Westerner is exposed to thousands of commercial messages a day. It all adds up to too many messages chasing too little attention span. Tom Davenport, a well- known IT professor has famously said, ‘A few observant people