Marketing communication: principles and practice

PUBLICITY AND WORD OF MOUTH
Publicity is the bringing of what is otherwise private into the public sphere
of awareness. Arguably, publicity is brought about through advertising that
is not paid for by the initiator, and (at least potentially) provides benefit to
both initiator and appreciator (see Vickers’ appreciative system, chapter two).
Thus publicity differs from other forms of marketing communication in that
the identity of the sponsor is absent. Indeed, it is the intention of the marketer
to remain unknown as the initiator, thereby gaining credibility for the
informing and claiming content as if emanating from a third party (journalist,
editor, reviewer, etc.). Publicity is generally regarded as more credible than
advertising, in taking on the credibility of the media vehicle in which it
appears. 
For example, in 1996 the English National Opera planned to stage
Zimmerman’s 
Die Soldaten
(Strong, 1997). This was potentially a contro-
versial proposal because of the huge orchestral and technical requirements,
but also more importantly because the opera contains strong language, nudity,
and a rape scene. 
The publicity team worked closely with the marketing team to play down
the sensational aspects of the opera and instead chose to focus on the rarity
of the performance. 
The conductor Elgar Howarth made himself available to talk to journalists
throughout the rehearsals, and advertising and direct mail was used to raise
awareness and understanding of this comparatively unknown work. Rehearsal
and preview photographs appeared in national newspapers, including a special
piece in 
The Independent
, and reviews were featured on several radio and TV
arts programmes. 
Many people attended the performances because they were intrigued by
what they had read in the press. Ticket sales exceeded the target set and the
company retained its artistic credibility.
For a growing number of people, being ‘in the know’ is part of their lifestyle
(Robinson, 2000). An ethos of discretion is developing among clubs, hair-
dressers, bars, clothes boutiques, and so on. They operate their businesses
on word of mouth alone. This trend is a reaction to the overhyped ‘super-
brands’ that have dominated high-street shopping for the past twenty years.
Exclusivity, where customers are invited to trade, often on recommendation
from ‘members’, is the new business model. Word of mouth has replaced
advertising. Customers are personally contacted by the proprietor with an