What is the primary difference between publicity and advertising?

• A. Publicity is earned media and often perceived as more credible; advertising is paid media controlled by the brand.
• B. Publicity is paid media; advertising is earned media.
• C. Publicity is local only; advertising is national.
• D. Publicity is digital only; advertising is print and digital.

Answer: (C)

Publicity versus advertising hinges on earned media versus paid media. Publicity is earned media: you don’t pay media outlets to feature a story, and coverage comes from journalists or editors who choose to report on something. Because it comes from a third party, publicity is often seen as more credible and less directly promotional. Advertising, on the other hand, is paid media: you purchase space or time to convey a message, giving you control over the content, timing, and placement. That control makes the message highly predictable and measurable, but it can feel more promotional to audiences. The geographic reach can be local, regional, or national for either approach, so the key difference isn’t scope but how the exposure is secured and how credible the message is perceived to be.