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DEFINITION OF PUBLICITY :
Publicity refers to the act of gaining public attention or awareness, often through media coverage, announcements, or promotional activities. It's a strategic way to communicate information about a person, organisation, product, or event to a broad audience, usually with the intent of creating interest, building reputation, or influencing perception.
Unlike advertising, publicity is generally not paid for and It can be both positive and negative, depending on the nature of the public attention received.

Characteristics of PUBLICITY:
(1) Newsworthiness:
A product is newsworthy if it is possible to publish interesting stories about it. The objective of publicity is to build prestige of the product. Of course, this is not possible in all cases. But when a new product is to be introduced in the market, it is inaugurated by some distinguished personality and the reports of the inauguration is published in the newspapers.
(2) Stimulus for Salesmen and Dealers:
The other objective of publicity is to stimulate salesmen and dealers to sell as much as possible. If a new product is publicised as soon as it is introduced in the market, the customers are aware of it when a salesman approaches them.
(3) Creating Credibility:
Customers doubt the validity of claims
made in advertising in favour of a product, as manufacturer himself praises his product. As against this, publicity of a product through newspapers, radio and television carries much credibility because it is delivered through other non- commercial agencies.
(4) Economy:
When a company has a smaller promotion budget, publicity is most preferable. It enables the company to realise the goal of sales expansion at a lower cost. Of course, publicity is not completely costless. Some expense is to be incurred to invite journalists, to offer them gifts and presents and to maintain contacts with them.
(5) Makes Salesmen's Work Easy:
As due to publicity, the customers are convinced about the company's products, the work of salesmen becomes easy.
(6) Public Relations:
The customers are not tempted to buy company's goods in publicity, as it is done in advertisement. Thus it works as a public relation activity.
(7) Change in Customer's Attitude:
It becomes easy to change the attitude of customers through publicity. This becomes useful to society to spread some important message like family planning, polio programme.


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