Archive for the ‘Publicity’ Category

Is all publicity good publicity?

Thursday, June 9th, 2011

Ryanair have been known to push the boundaries in order to lower air fares and to gain publicity (remember ‘a pound to spend a penny’). Ryanair CEO Michael O’Leary has used controversial ideas regularly over the years as publicity stunts, and I think it’s fair to say that it works! Everyone in the country seems to have an opinion on Ryanair and the way it tries to reduce air fares.

A court case involving a popstar (Chris de Burgh) and his model daughter (Rosanna Davison) came to light, in which Chris de Burgh threatened to sue Ryanair over a press release which branded his daughter a racist.  This all started with Rosanna Davison taking offense over the Ryanair 2009 Charity Stewardess calendar, in which there were no Irish staff.

In the press release Ryanair stated: “Ryanair today hit back at comments made by Irish glamour model Rosanna Davison in relation to the absence of Irish cabin crew from Ryanair’s 2009 charity calendar, which ‘bordered on racism and demonstrated an elitist attitude against Ryanair’s international cabin crew’.”

As this case draws to a close with Ms Davison being awarded £70,000, will Ryanair continue thinking that ‘all publicity is good publicity’?

Marketing Communications: A Brand Narrative Approach discusses publicity:

“Publicity is marketing communications that is initiated by the company, but reaches the target audience through another medium and therefore is not perceived by the target audience as being generated by the sender.” (page 403)

Due to the low costs of publicity we can see why businesses would like to use this type of Public Relations.