The creation process of a publicity
by Maeliemartin on March 24, 2017 - 11:10am
Publicity is something that surrounds us in our everyday life, but a lot of people do not understand the process that is behind all of those creations. There are three main aspects in this process which are: finding the problem, exploring ideas and finally, creating the publicity.
The creation of a publicity, whether it is a television, radio or a classic poster ad, always takes place in a publicity agency. In this agency, a whole team of directors, digital creators, strategists and other gather to deliver a final product to the company. The first step to finally submit this final product is meeting the client. The strategist’s team and the main director then have to identify, with the client, the problem they are going to solve by creating this publicity. This «problem» could be anything such as the need for the company to have a new image (logo, type of publicity used) and that way, reach their target audience. Once the problem is identified, the next step is to brainstorm. The strategists and creators teams say as many ideas as possible, either they are considered good or bad, and try to find the better way to solve the problem. Then, when the best idea has been chosen, the creative director has it approved by the client. Once the client approves, the creative team can begin with the creation of the visuals. Those are usually made with software programs such as Illustrator and Photoshop. When finished, the visuals are presented to the client. If he approves them, they are finally published in strategic places to reach the target audience. Then, the next step is, of course, for the client to pay the agency that made the publicity for them. An approximate price based on where the publicity will circulate, the number of copied, the working hours of the agency team and many other aspects has been fixed to give the client a general view of the costs. The final step is to monitor success to determine if the team reached their public, and give feedback to the client.
In conclusion, the creating process of a publicity can be summarized in three simple steps. First of all, the agency’s team identifies the problem to be solved with the client. Secondly, the group working on the project finds the best way to solve it. And finally, the team creates this «best way» by making visuals that are going to be published in strategic places. Even though publicity and the media that are used to create and spread it always change, those steps remain the same.