Publicity is also a way of mass communication. It is not a paid form of mass communication that involves getting favorable responses from buyers by placing commercially significant news in mass media. Publicity is not paid for by the organization. Publicity comes from reporters, columnists, and journalists. It can be considered as a part of public relations. Publicity involves giving public speeches, giving interviews, conducting seminars, offering charitable donations, inaugurating mega events by film actors, cricketers, politicians, or popular personalities, arranging stage shows, etc., that attracts mass media to publish the news about them.

Publicity has been defined as –

William J. Stanton– “Publicity is any promotional communication regarding an organization and/or its products where the message is not paid for by the organization benefiting from it.”

Philip Kotler- “Non-personal stimulation of demand for the product or service, or business unit by placing commercially significant news about it in public medium obtaining or favorable presentation of it upon radio, television, or stage that is not paid for by the sponsor.”