Activities: This time, I will begin with a definition: Publicity is a message about your activities prepared as editorial, rather than advertising, material, and published or broadcast without charge.
Apart from the public relations techniques I have described, you can get a lot of mileage by keeping the newspapers, radio, and TV stations in your area informed of your activities. However, before we get into the details, remember that these activities must have some interest to the people who will see or hear them, or the editors will throw away your material.
The third type consists of chains that have integrated their activities still further by the performance of manufacturing activities. This group overlaps with the second in that its members ordinarily also operate wholesale distribution centers. Complete or partial ownership of subsidiary manufacturing companies is common among national general merchandise chains, as is strong control over the activities of supplying manufacturers by furnishing specifications and taking all or a substantial part of their output. |
