It is more credible. People have more faith in what they read in newspapers or magazine and in what they hear from radio or TV commentators than they have in paid advertising. For the audience, a third-party comment implies objectivity. And for the media to run it in their print or electronic publications, it simply means that they have faith in the story and know that it is not pure drivel. You can sell products through publicity.
Sales pitches are by no means limited to paid advertising.
Publicity can be effectively used as a sales tool and a come-on for potential customers. Writing about the benefits of a technology that your company developed surely will lead to greater awareness for your product, and ringing cash registers. A feature article from Wall Street Journal, for example, can cause your phone to ring off the hook and clog your emails with inquiries. Publicity can even generate revenue, make money for you. Taking publicity a step higher, your organization can produce a free-distribution newsletter as a public relations tool, disseminated to media, industry specialists and target market.