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Publicity vs Public Relations

Updated September 2026 · Written and maintained by the Progression Agency strategy team

The difference between publicity and public relations is the difference between an outcome and the discipline that can produce it. Publicity is coverage you did not pay for. Public relations is the broader function of managing relationships with every group that has a stake in your organization — customers, employees, investors, regulators, neighbors — of which getting press coverage is one part. Confusing the two is the most common reason a business hires a PR firm expecting articles and receives a communications strategy instead.

The short answerPublicity is a result: a mention, an article, a broadcast segment, a podcast appearance, obtained without buying the space. Public relations is a management function: the whole set of activities that shape how an organization is understood by all of its publics, including media relations, crisis communications, internal communications, investor relations and community engagement. Every piece of publicity is a PR outcome; most PR work produces no publicity at all. Advertising is the third thing people confuse with both, and the distinction there is simpler: advertising is paid for and controlled, publicity is earned and not controlled.

Publicity and public relations, distinguished
Publicity is a result public relations can produce. Treating them as synonyms is the reason so many businesses hire a PR firm expecting press coverage and receive strategy instead.

What is publicity?

Publicity is public attention obtained without paying for the placement — an article, a broadcast mention, a podcast interview, a review, a listicle inclusion. The defining characteristic is that a third party chose to publish it, which is why it carries credibility that an advertisement cannot.

Because a third party chooses, you do not control the angle, the framing, the length, the timing or whether it runs at all. A publicist can improve the odds substantially and cannot guarantee the outcome. Anybody promising guaranteed placement is either buying it, in which case it is advertising, or overpromising.

Is it publicity? A test you can apply to anything
The itemDid you pay for the placement?Did a third party choose to run it?Publicity?
A feature in a trade magazineNoYesYes
A podcast interviewNoYesYes
An unpaid mention in a roundupNoYesYes
A sponsored articleYesNoNo, it is advertising
A display advertisementYesNoNo, it is advertising
A post on your own blogNot applicableNo, you didNo, it is owned media
A wire press release republished verbatimYou paid for distributionNo editorial choiceNot really
A paid influencer partnershipYesNoNo, and it must be disclosed

Two questions settle every case: did you pay for the placement, and did somebody independent decide to run it. Both must point the right way. That test is more reliable than any definition, because it does not depend on what the format is called.

What publicity is not

It is not a press release, which is a tool that may or may not produce publicity. It is not sponsored content, which is paid. It is not your own blog, which is owned rather than earned. And it is not the same as coverage volume: one article in a publication your buyers actually read is worth more than fifty syndicated wire pickups nobody reads.

What publicity is good at

Credibility, third-party validation and reach into audiences you cannot buy your way into. A trade publication that your buyers trust is a shortcut through scepticism that no amount of advertising spend replicates.

What publicity is bad at

Predictability, timing and control. If you need a specific message to reach a specific audience on a specific date, publicity is the wrong instrument and advertising is the right one. Using the wrong one is a planning failure rather than an execution failure.

What is public relations?

Public relations is the management function responsible for the relationship between an organization and its publics. Note the plural: publics, not public. Customers are one. Employees are another, and usually the first. Investors, regulators, suppliers, local communities and industry bodies are others, and none of them are reached through the press.

Which activities belong to which discipline
Yes means it is publicity. No means it is public relations but not publicity. The four bottom rows are core PR work that produces no coverage at all, which is precisely why the two words are not interchangeable.

The scorecard above makes the point more sharply than a definition can: four of the ten rows are unambiguously core public relations work that produces no publicity whatsoever. Crisis planning, internal communications, investor relations and community engagement are PR by any professional definition and are invisible in a coverage report.

A — Publics, plural. Customers, staff, investors, regulators, neighbors..
B — Media relations. One part of PR, the part that makes publicity..
C — Crisis comms. Planning for the day something goes wrong..
D — Internal comms. Employees are a public, and usually the first one..
E — Public affairs. Regulators, legislators and policy..
F — Reputation. The cumulative result all of the above manages..
The functions inside public relations, and whether each produces coverage
FunctionWhat it doesProduces publicity?
Media relationsBuilds and maintains journalist relationshipsYes, this is the one
Crisis communicationsPlans and manages response to damaging eventsAlmost never, by design
Internal communicationsKeeps employees informed and alignedNo
Investor relationsCommunicates with shareholders and analystsOccasionally, incidentally
Public affairsEngages regulators, legislators and policyRarely
Community engagementManages relationships with local stakeholdersSometimes, locally
Reputation managementMonitors and shapes how the organization is perceivedIndirectly

Only the first row is a publicity engine. The other six are public relations by any professional definition and would appear nowhere in a coverage report, which is the clearest possible demonstration that the two words describe different things.

Media relations is one part of PR, not all of it

Media relations — building and maintaining relationships with journalists who cover your sector — is the part of public relations that produces publicity. It is a genuine specialism and it is a subset. A PR function that consists only of media relations is a publicity function wearing a broader title.

Why the plural matters commercially

An organization with excellent press coverage and a demoralised workforce, or an unhappy regulator, has a public relations problem regardless of the clipping book. That is exactly the gap the plural is there to close, and it is why the discipline is measured on reputation rather than on reach.

What is the difference between publicity and public relations?

Scope and nature. Framed as public relations vs publicity, the answer is that one contains the other: publicity is a specific outcome — earned coverage. Public relations is a management discipline that pursues many outcomes, of which publicity is one. Every piece of publicity results from PR activity; most PR activity never produces publicity.

Publicity and public relations, side by side
PublicityPublic relations
What it isAn outcome: earned coverageA management function
AudienceThe readers or viewers of a publicationEvery public: customers, staff, investors, regulators, community
Time horizonDays to weeks per placementYears; reputation accumulates
ControlLow; the publisher decidesPartial; you control activity, not perception
Measured byPlacements, reach, share of voiceSentiment, reputation, stakeholder outcomes
Typical deliverableCoverage reportStrategy, plans, protocols, ongoing counsel
Fails whenThere is nothing newsworthyThe organization and its message diverge
RelationshipA possible product of PRThe discipline that can produce publicity

The row worth pausing on is the last one. Publicity is not the opposite of public relations and is not an alternative to it. It is one of the things public relations can produce, which is why the honest framing of publicity vs public relations is subset rather than rivalry.

The difference between publicity and PR in practice

If you brief an agency for publicity, you are asking for coverage and should be measured on coverage. If you brief them for public relations, you are asking them to manage how the organization is understood, and coverage is one indicator among several. Briefing for one and measuring on the other is the most common source of dissatisfaction on both sides.

What is the difference between public relations and publicity when you only have one budget?

Buy publicity when you have something genuinely newsworthy and a defined window. Buy public relations when the problem is that people misunderstand you, when a risk needs planning for, or when several audiences need managing at once. If you cannot articulate what is newsworthy, the budget should go to PR — or to the underlying problem — rather than to a publicist.

1 — Publicity is an outcome. Coverage you did not pay for..
2 — PR is a function. Managing relationships with every public..
3 — Advertising is bought. Placement guaranteed, credibility discounted..
4 — Earned means unpaid. That is the whole distinction from paid media..
5 — Owned is yours. Your site, your list, your channels..
6 — Shared is theirs. Social distribution you influence but do not control..

How does publicity actually get made?

Something genuinely newsworthy exists, it is framed for a specific publication rather than blasted to a list, a journalist who covers that beat is approached by name, and then they decide. There is no step in that sequence where placement is guaranteed.

How publicity actually gets made
Step five is the one that separates publicity from advertising in practice. Nothing about the process guarantees output, which is why publicity is priced as effort rather than as placement.

The diagram above is worth reading as a cost explanation. Because step five has no guaranteed output, publicity is priced as effort rather than as placement, and any pricing model that promises a number of placements is either buying them or gambling on your behalf.

What makes something newsworthy

Novelty, relevance to the publication’s readership, timeliness, proximity, conflict or consequence, and a human element. A funding round is news to a business publication and not to a consumer one. A hire is news to a trade title and rarely elsewhere. Most companies overestimate how newsworthy their own announcements are, which is the true cause of most failed campaigns.

Why the press release is not the point

A press release is a format, not a strategy, and distributing one over a wire produces mostly syndicated republication rather than journalism. A single well-targeted approach to a journalist who covers your exact beat outperforms a wire distribution to thousands, reliably.

Publicity, public relations and advertising

Advertising is paid and controlled. Publicity is earned and uncontrolled. Public relations is the function that manages both perception and relationships, of which earned coverage is one lever. Choosing between them is a question about what you need more: control or credibility.

Publicity, public relations and advertising compared
The trade-off is consistent and unavoidable: you buy control with advertising and you earn credibility with publicity. Public relations is the slowest and the most durable of the three, which is why it is judged over years rather than campaigns.
Where each communications activity sits
The inverse relationship across this chart is the whole discipline in one picture: the more control you have over a message, the less the audience believes it. Anything in the top left quadrant would be ideal and nothing occupies it.

The quadrant chart above contains the whole argument. Control and trust run in opposite directions: the more you control a message, the less an audience believes it, and the top-left quadrant — total control plus total trust — is empty because it cannot exist. Every communications decision is a position on that trade-off.

Which instrument fits which objective
If your objective isUseBecause
A message reaching a specific audience on a specific dateAdvertisingOnly paid media guarantees timing and placement
Third-party validation before a considered purchasePublicityEarned coverage carries credibility paid media does not
Being understood correctly across several audiencesPublic relationsThe audiences are not all reachable through press
Preparing for something going wrongPublic relationsCrisis planning is a PR function and produces no coverage
Launching a product with visible momentumBothCoverage for credibility, advertising for coverage of the gaps
Recruiting and retaining staffPublic relationsEmployees are a public; internal communications is the tool
Search visibility and inbound enquiriesOwned content and SEONeither publicity nor advertising is a substitute for it

The last row is the one businesses most often get wrong. Coverage in a national title feels larger than a page that ranks, and the page produces enquiries every month for years while the coverage produces a spike and a link. Both are worth having; only one is a pipeline.

How do you measure each one?

Publicity is measured on outputs — placements, reach, quality of publication, share of voice, message pull-through. Public relations is measured on outcomes — sentiment, reputation over time, stakeholder behavior, and whether the organization was understood correctly when it mattered.

Metrics that actually mean something for each
DisciplineSensible measureWhy not the obvious alternative
PublicityPlacements in publications your buyers readTotal placements counts irrelevant syndication
PublicityMessage pull-through in the coverageReach counts people who did not read it
PublicityReferral traffic and branded search liftAdvertising value equivalency is not a real currency
Public relationsSentiment tracked over quartersA single month is noise
Public relationsStakeholder survey resultsCoverage volume says nothing about employees
Public relationsTime to respond in an incidentThe plan is only proven when it is used
BothWhether the organization was understoodThe only measure that unifies them

Read the middle column as the recommendation and the right-hand column as the reason the familiar metric fails. Advertising value equivalency in particular — pricing coverage as though you had bought the space — is widely criticised within the profession precisely because it treats earned and paid media as interchangeable, which is the confusion this page exists to remove.

Do I want coverage or a plan? — Ask. Coverage is publicity; a plan is PR..
Do I have something newsworthy? — Ask. Without it, publicity has nothing to work with..
Can I live without control? — Ask. Earned media means the journalist decides..
What am I measuring? — Ask. Reach and mentions, or sentiment and outcomes..
Over what period? — Ask. Publicity in weeks, reputation over years..
Who else needs talking to? — Ask. Staff and stakeholders, not only press..

How the two terms came apart

Publicity stayed roughly what it always was while public relations expanded outward to cover audiences that have nothing to do with the press. That divergence is why the words stopped being interchangeable even though they are still used that way.

How the two terms came apart
The direction of travel has been consistently outward: publicity stayed roughly what it was while public relations absorbed audiences that have nothing to do with the press.

The timeline shows a consistent direction of travel: each phase added a public rather than a technique. Investors, employees, regulators and communities were absorbed into the function one at a time, and none of them are reached by pitching a journalist.

How people search for the distinction
Six phrasings of one question, and every one of them is a definition query rather than a buying query. People asking this are trying to understand what they are buying before they buy it, which is a good reason to answer plainly rather than to sell.

What the search data shows is that this is a definition question, not a buying question — six different phrasings, all of them asking what the words mean. People generally look this up before commissioning anything, which is the best possible moment to get the distinction right.

What should you actually hire?

Hire publicity support when you have something newsworthy and want it seen. Hire public relations when the problem is that you are misunderstood, when risk needs planning for, or when several audiences need managing. Hire neither if what you actually need is demand generation.

  1. Write down what you want to be different in twelve months.
  2. Decide whether that outcome depends on coverage, on understanding, or on enquiries.
  3. If coverage: identify what is genuinely newsworthy before approaching anybody.
  4. If understanding: the brief is public relations, and coverage is a possible tactic within it.
  5. If enquiries: the brief is demand generation, and neither discipline is the shortest route.
  6. Agree the measure before the work starts, matched to the discipline you actually bought.
  7. Review against that measure on the horizon appropriate to it, not monthly.

Step five is the one most often skipped. A great deal of PR spend is really an attempt to fix a pipeline problem with a reputation tool. Our public relations page covers what the discipline does properly, and lead generation covers the alternative when enquiries are the actual goal.

Not sure which one you need?

We will tell you plainly, including when the answer is neither. Most businesses asking about publicity are trying to solve a visibility problem that has a more direct solution, and we would rather say so than sell you a coverage retainer.

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Frequently asked questions

What is the difference between publicity and public relations?
Publicity is an outcome — coverage you did not pay for. Public relations is a management function covering relationships with every public an organization has, including employees, investors, regulators and communities. Publicity is one thing PR can produce; most PR work produces no coverage at all.
Is publicity part of public relations?
Yes. Publicity is a subset of public relations, produced mainly through media relations. The two are not rivals or alternatives, which is why framing them as opposites — publicity versus public relations — misdescribes the relationship.
What is publicity?
Public attention obtained without paying for the placement: an article, broadcast mention, podcast appearance, review or inclusion in a roundup. The defining feature is that a third party chose to publish it, which is where its credibility comes from.
What is public relations?
The management function responsible for how an organization is understood by all its publics. That includes media relations, but also crisis communications, internal and employee communications, investor relations, public affairs and community engagement.
Why is it publics rather than public?
Because an organization has many distinct audiences with different interests: customers, employees, investors, regulators, suppliers, neighbors, industry bodies. The plural is the profession’s way of stating that press coverage reaches only one of them.
Is a press release publicity?
No. A press release is a format that may or may not produce publicity. Distributing one over a wire generally produces syndicated republication rather than journalism. Publicity is the coverage itself, not the document you sent.
What is the difference between publicity and advertising?
Advertising is paid and controlled: you decide the message, the placement and the timing. Publicity is earned and uncontrolled: a journalist decides the angle, the framing and whether to run it. You buy control with one and earn credibility with the other.
Is sponsored content publicity?
No. Sponsored content is paid, which makes it advertising regardless of how editorial it looks. Disclosure rules exist precisely because the distinction matters to readers, and blurring it damages the credibility that made earned coverage valuable in the first place.
Can a PR agency guarantee coverage?
Not honestly. Earned media has no guaranteed placement — the publisher decides. Anybody promising a specific number of placements is either buying them, which makes it advertising, or gambling with your budget. Agencies price publicity as effort for exactly this reason.
What makes something newsworthy?
Novelty, relevance to that publication’s readers, timeliness, proximity, consequence or conflict, and a human element. Most companies overestimate how newsworthy their own announcements are, and that overestimate is the usual cause of a failed publicity campaign.
How is publicity measured?
By placements in publications your buyers actually read, message pull-through in the coverage, referral traffic and lift in branded search. Total placement counts and reach figures overstate results because they count syndication and people who never read the piece.
What is advertising value equivalency and should I use it?
It prices coverage as though you had bought the equivalent advertising space. It is widely criticised within the profession because it treats earned and paid media as interchangeable, which is precisely the confusion this page addresses. Use referral traffic and branded search lift instead.
How is public relations measured?
On outcomes over time: sentiment tracked across quarters, stakeholder survey results, whether the organization was understood correctly when it mattered, and how quickly it responded in an incident. A single month of coverage volume tells you almost nothing.
Which one gives faster results?
Publicity, when a story lands — days to weeks. Public relations is the slowest of the three disciplines on this page and the most durable, because reputation accumulates. Judging PR on a publicity timeline is the most common reason it is canceled prematurely.
Which one is more credible to an audience?
Publicity, clearly. A third party choosing to publish something carries validation that a paid placement cannot. That credibility is exactly what you give up in exchange for the control that advertising provides.
Do I need publicity or public relations?
Publicity if you have something genuinely newsworthy and want it seen. Public relations if you are misunderstood, if a risk needs planning for, or if several audiences need managing at once. If you cannot say what is newsworthy, the budget belongs elsewhere.
Can I do publicity myself?
Yes, for local and trade press especially. Identify journalists who cover your exact beat, read what they have written, and approach them individually with something relevant to their readers. That is the whole method; agencies bring relationships and volume, not a different technique.
Is internal communications really public relations?
Yes, and it is often the first priority. Employees are a public, they are the most credible external voice an organization has, and an organization with strong press coverage and a demoralised workforce has a public relations problem regardless of the clippings.
Where does crisis communications fit?
Squarely inside public relations and entirely outside publicity. Crisis planning produces no coverage — its success is usually measured by the absence of it — and it is one of the clearest examples of PR work that a coverage report cannot capture.
Does publicity help SEO?
Indirectly. Coverage can produce links and lift branded search, both of which help. But a single article produces a spike, while a page that ranks produces enquiries every month for years. Publicity is not a substitute for search visibility and should not be budgeted as one.
Is influencer marketing publicity?
It depends on payment. An unpaid mention by somebody with an audience is publicity. A paid partnership is advertising and must be disclosed as such. The line is the same one that separates editorial coverage from sponsored content.
Are customer reviews publicity?
They function similarly — earned, credible, outside your control — but they are usually managed as reputation rather than as media relations. For most local and service businesses they influence purchase decisions more than press coverage does.
What is public affairs?
The part of public relations concerned with regulators, legislators and policy. It is a distinct specialism, it rarely produces publicity, and it is a clear illustration of how far the function extends beyond media.
Should a small business hire a publicist?
Only with something genuinely newsworthy and a realistic view of what a placement is worth. For most small businesses, search visibility, reviews and a clear website produce more enquiries per pound than a coverage retainer, and the two are not interchangeable.

Sources and further reading

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  12. Google: consolidate duplicate URLs
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  145. COPPA
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  165. Schema.org: HowTo
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  171. Adobe Premiere Rush
  172. DaVinci Resolve
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  175. VEED
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  179. Buffer
  180. Hootsuite
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  184. Google Analytics developer docs
  185. GA4: events and conversions
  186. Matomo
  187. Plausible Analytics
  188. Similarweb
  189. UK Information Commissioner’s Office
  190. Office of the Privacy Commissioner of Canada
  191. Australian OAIC
  192. European Data Protection Board
  193. EU data protection
  194. EU Digital Services Act
  195. Ofcom
  196. FCC
  197. AIGA
  198. Nielsen Norman Group
  199. Smashing Magazine
  200. web.dev
  201. MDN: web media
  202. MDN: the video element
  203. ISO 21001 (reference)
  204. Buma/Stemra (Netherlands)
  205. STIM (Sweden)
  206. Teosto (Finland)
  207. Koda (Denmark)
  208. TONO (Norway)
  209. IMRO (Ireland)
  210. SGAE (Spain)
  211. ZAiKS (Poland)
  212. KOMCA (South Korea)
  213. MCSC (China)
  214. CISAC
  215. World Intellectual Property Organization
  216. TikTok: creating videos
  217. TikTok: exploring videos
  218. TikTok: privacy settings
  219. TikTok: growing your audience
  220. TikTok Creator Academy
  221. TikTok Effect House
  222. TikTok for small business
  223. Instagram: Reels help
  224. YouTube: Shorts best practice
  225. How YouTube recommends
  226. Pinterest Predicts
  227. Snapchat for Business
  228. Hootsuite blog
  229. Social Media Examiner
  230. Marketing Week
  231. Adweek
  232. PRSA — about public relations
  233. FTC — endorsement guides
  234. US Bureau of Labor Statistics — public relations specialists
  235. SBA — marketing and sales
  236. Google Search Essentials

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