UNDERSTANDING THE CONCEPT OF PUBLICITY IN PUBLIC RELATIONS: A SYNOPTIC REVIEW

Abstract

This paper explicates what publicity is, types of publicity, disadvantages and advantages of publicity. The study demonstrates that publicity implies communication about a product or organization by the placing of news about it in the media without paying for time and space directly. Additionally, the study revealed online and offline publicity as the major type of publicity, and that publicity helps businesses build credibility and brand awareness. However, the timing of the publicity is not always completely under the control of the marketer. Unless the press thinks the information has very high news value, the timing of the press release is entirely up to the media if it gets released at all.