Public Relations for the Lottery


There is no clear evidence that the lottery targets the poor. Marketing to the poor would be impractical from both a business and political standpoint. Furthermore, lottery sales tend to be concentrated outside of neighborhoods where low-income residents live. Higher-income workers and shoppers tend to pass through these areas. In contrast, high-income residential neighborhoods have few gas stations, stores, and lottery outlets.

Lottery revenues

State lottery revenues typically increase after a lottery is introduced. Before the 1970s, state lotteries were nothing more than traditional raffles, selling tickets for a future drawing that was usually months away. These lotteries were often in the form of scratch-off tickets, and the prize amounts were small. However, the odds of winning were high.

Game types

There are several types of lottery games. Each type has a specific purpose, but all have common characteristics. For example, a daily game is a simple game in which the player chooses five numbers from a field of ten. These games are usually fixed payouts, meaning that the prize amount remains fixed regardless of how many tickets are sold.

Prizes offered

Be sure to check the fine print when you are trying to win a prize from a sweepstakes or lottery. Sometimes, you will have to pay a fee or tax in order to claim your prize. Others will require you to provide your bank account details and use a money transfer service.

Impact on state budgets

State governments can use lottery proceeds for a variety of purposes, including education. In North Carolina, for example, gaming revenue accounted for $23 million of the state’s budget in fiscal year 2010, while education spending fell 2.1 percent. The impact of lottery taxes on state budgets is difficult to gauge, partly because lottery revenues aren’t as transparent as normal taxes. As a result, many consumers are not clear what their tax rate is on a lottery ticket. The question of how lottery revenue is used is seldom raised during state elections, largely because lottery revenues are seen as “extra” money.

Public relations

Lottery public relations is important for generating awareness for the lottery’s products and services. A good marketing campaign will be built around a defined sales goal and follow a unified strategy that includes advertising, promotion, and brand enhancement.