1. Any activity designed to create a favorable image toward a business, its products or policies. Publicity

2. NONPERSONAL PROMOTION PUBLICITY is a NOT PAID is a form of promotion that is NOT PAID for by the business or individual which benefits from it; information that is provided to the public by the media or other sources at no cost to the business. Example: Word of Mouth

3. Publicity can be positive or negative Publicity has credibility because people believe the media is objective and presents facts Publicity reaches a mass audience because a large number of people follow the news, especially the national news Publicity is intended to inform rather than to sell

4. Publicity does not have a sponsor Publicity cannot be controlled by the recipient Publicity does have costs when a business engages staff to write news releases for the media

5. Held in higher regard Helps increase profits Easier to do business Hiring easier Saves advertising money

6. Inaccurate information May fail to reach the desired audience Can cause harm Usually not repeated Expensive if staff hired