It is information with a news value used to attract public attention or support. Everybody use publicity. Politicians, manufacturers, celebrities even the Detroit car makers use publicity to further their causes and gain attention. And publicity isn't limited to large organizations. Small committees and enterprises use the local newspapers to publicize events and endeavors.
Publicity differs from advertising because it is free.
Although some groups or individuals do trade tickets or services for free mention in publications, generally publicity is newsworthy copy that a publication produces. Publicity is a form of promotion, although promoting a product or service may require other efforts that cost the company money. Good publicity is one of the best ways to let people know you have a worthwhile business. In order to gain publicity, you have to be totally familiar with the product, service or business that you are promoting. If it is your own product, you are the best one to describe the benefits and features.