Publicity
The practice of gaining public visibility through media coverage and other non-paid channels.
Definition
Publicity is the practice of generating public attention and visibility through media coverage, events, word-of-mouth, and other non-paid channels. Unlike advertising, which purchases audience attention, publicity earns it by creating stories newsworthy enough that journalists want to cover them and audiences want to share them.
The publicity function encompasses identifying newsworthy stories and angles, developing compelling narratives, pitching stories to appropriate journalists and outlets, organizing publicity events and stunts, coordinating appearances and interviews, managing announcement timing and exclusivity, and building journalist relationships that yield ongoing coverage.
Publicity operates through the earned media ecosystem: reporters, editors, producers, bloggers, podcasters, and influencers who choose what to cover based on newsworthiness and audience interest. Successful publicity professionals understand what makes stories compelling to these gatekeepers and craft approaches that earn coverage.
The discipline requires both creative thinking and media savvy. The creative challenge is finding genuine news value in brand activities or manufacturing newsworthy moments. The media relations challenge is knowing which outlets and journalists to approach, how to pitch effectively, and how to service media needs throughout the coverage process.
Why It Matters
Publicity carries third-party credibility that advertising cannot match. When a respected journalist writes about a company, readers perceive the information differently than when the company advertises the same messages. This earned credibility influences opinions and decisions more effectively than paid messaging.
Publicity also reaches audiences who actively avoid advertising. Cord-cutters, ad-blocker users, and advertising-skeptical audiences still consume media content. Publicity embeds brand stories within the content these audiences choose to consume, rather than interrupting with unwanted messages.
The economics of publicity are attractive. While significant effort goes into earning coverage, successful placements deliver substantial reach without media buying costs. A single well-placed story can generate value equivalent to significant advertising investment.
Publicity shapes narratives in ways advertising cannot. Media coverage creates ongoing conversation, influences future coverage angles, and contributes to how brands are understood. Strategic publicity over time builds the reputation and positioning that advertising then reinforces.
Examples in Practice
A startup generates launch publicity through an exclusive first look with a major technology publication. The resulting feature story creates a wave of follow-on coverage as other outlets reference and build upon the original piece. The earned coverage establishes the company's positioning more credibly than any advertising could.
A celebrity publicist orchestrates a red carpet appearance timed with movie premiere, coordinates interviews with entertainment media, and places exclusive personal stories with lifestyle publications. This publicity campaign creates a media presence that builds celebrity brand and supports the film's commercial objectives.
A nonprofit's publicity campaign around a cause generates national media coverage including morning show segments and front-page stories. The coverage drives donations, volunteer signups, and policy attention that advertising budgets could never achieve.
A consumer brand creates a newsworthy publicity moment through a bold statement, unusual partnership, or attention-grabbing stunt. The resulting media coverage and social conversation deliver reach and engagement far exceeding paid media equivalents.