The Advantages of Publicity
Publicity is a way to get your company in front of potential customers. Unlike marketing, which can come across as a sales pitch, publicity often carries the authority of an independent voice. Proper use of publicity can result in higher sales, as your company and products are exposed to a wider net of customers. While publicity cannot always be directly controlled, strategies to garner publicity often prove beneficial to corporate growth.

Cost * Publicity and marketing are often used interchangeably to describe a company's promotional activity, but there are significant differences. Whereas companies generate their own marketing materials, publicity is granted by outside sources, such as the media. One of the biggest advantages of publicity is that it is usually free. A marketing staff and promotional activities can cost a company a significant amount of money. However, publicity -- ranging from unsolicited newspaper reviews to social media word-of-mouth -- typically costs nothing.
Credibility [The quality of being believable or worthy of trust] * Consumers expect a certain level of bias or exaggeration in the commercials or advertisements a company produces about its products. However, third-party sources, such as magazine articles or online reviews, are often considered less biased. This is particularly true with reputable sources, such as longstanding publication houses or well-regarded professional reviewers. As opposed to company-generated claims, publicity from non-affiliated parties can often seem more credible in the eyes of your potential customers. While professional marketing can be effective, particularly if you offer high-quality products, positive third-party publicity can enhance your company's reputation.
Branding
* Many companies that are successful over the long haul rely on the strength of their brand