The publicity program
kicked into gear as soon as the program and executional tools were finalized and approved.
I have little doubt that the new RDAs will continue to fuel the "nutritional correction" that many food brands have already embarked upon, but this time the government is actually giving the food industry some needed assistance through an intense publicity program
to help communicate the recommendations.
Dating back to the early 1900s, news releases have been the oldest form of contact with the media, and are the absolute foundation of any publicity program
. A news release (also often called a media release) is your major point of contact with the media, and is also the most reliable way to "get the word out" as it is the source of so many news stories.
To compete successfully against the behemoths of the business world, savvy medium-size and smaller companies recognize the value of a publicity program
as a means to create a higher profile among target audiences.
Attorneys routinely report, "We were happy with the number of articles about out firm, but we didn't get even one, new client!" A good publicity program
can be an important part of your marketing program.
According to Reason magazine, promotional materials from the Seattle-based Discovery Institute acknowledge that the Ahmanson family donated $1.5 million to the Institute's Center for the Renewal of Science and Culture for a research and publicity program
to "unseat not just Darwinism but also Darwinism's cultural legacy." In fact, the August 1999 issue of the Discovery Institute's Journal recognizes an Ahmanson outfit for providing the Center's start-up funds.
To get your publicity program
off to a good start, prepare several basic information pieces to be sent to editors of periodicals and to news directors of radio and television stations in your marketing area, packaged in a form sometimes called a press kit or media kit.