How does publicity differ from advertising?

• A. Publicity is non-personal and often distributed through third-party sources, giving businesses less control over the message.
• B. Publicity is always paid and highly controlled by the company.
• C. Publicity always uses paid media channels.
• D. Publicity requires direct sales follow-up.

Answer: (A)

Publicity centers on earned media and is typically non-personal, spreading through third-party outlets like news stories or features. Because the message comes from journalists or media partners rather than the company itself, the firm has less control over what’s said, when it appears, or how it’s framed, which is a key difference from advertising. Advertising is paid for and highly controlled by the company, delivered through paid media channels with messages the firm designs and times to suit its objectives. Publicity also doesn’t require direct sales follow-up; instead, it aims to build awareness and credibility through independent coverage. The combination of non-personal, third-party distribution and limited control best captures how publicity differs from advertising, which is why this option fits best.