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Publicity is a vital part in the organization's promotion mix. Publicity is a communication about the organization or its products. The publicity material is communicated to the general public through the mass media. Publicity does not involve open costs.
It seems as if publicity provides free promotion for the organization and its products. In fact, publicity is not possible without good public relations that involve various types of costs. However, publicity is less expensive than advertising.
Publicity provides more exposures to the communication since consumers are more interested to read or listen to neutral viewpoints than one sided advertisement. Publicity materials may provide more detailed information to general public that may help in building up the organizational image.
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