Publicity functions differently from traditional advertising in that you are not paying for media exposure, but rather, you are earning the attention from the media through the story and information you have to share.

The media is always looking for new and interesting stories to share with their audiences, and you want to reach a wide audience in order to raise the profile of your brand. By providing them with expert information or a backstory that is newsworthy, you can gain the attention of the media and increase your chances of being featured.

Publicity is important because it provides your business with third-party validation. When you're interviewed by a reporter or news anchor, you'll receive an immediate lift in credibility and trust from the general public, especially because you did not pay for the coverage. You will also build awareness and a positive image for your brand, product or service.

Yes! The exposure your business and brand receive from media placements can improve your credibility. This boost in attention can generate interest from potential customers or clients, and create a buzz around your company or services, potentially leading to more online traffic, an enhanced brand image, and improved search engine rankings.