In today's digital and competitive world, promoting business is a challenge. Now a day's marker has use to integrated promotional approach to cover market. Apart from advertising, sales promotion, persona selling, publicity and public relation is widely used to promote business. Media can be intelligently used as promotion tool of business. Publicity is one of the tools of promotion mix. What, exactly, is publicity? It involves supplying information that is factual, interesting, and newsworthy to media not controlled by you, such as radio, television, magazines, newspapers, trade journals, newsletters, E-zines (on-line magazines), and websites. The main goal is to earn coverage with help of Medias. This paper is about how publicity is used as promotional tool and to create positive public image about the products, services or institution. Strength and weakness of publicity is also discussed in the paper
Promotion mix, publicity, public relation, media coverage
