Publicity:

Publicity often does not cost the organization money. It is news about the product or the organization reported in the press and other media without charge to the organization, but there are however certain costs involved in setting up the publicity programme. In publicity the firm aims to secure editorial space as divorced from paid space in the media available to customers.

Publicity is a part of the larger concept of public relations. A company's public relations has several objectives including, obtaining favourable publicity for the company, building up a good company image, and handling adverse rumours or stories about the company. To carry out these objectives the public relations department of a company could use press relations, product publicity, corporate communications, lobbying, and counselling.

The people in charge of publicity must make the following major decisions:

            i. Establish the publicity objectives

            ii. Choosing the publicity message and media

            iii. Implementing the publicity plan and

            iv. Evaluating the publicity results