Publicity is characterized as:

Publicity is best characterized as information used by media due to its news value. This definition highlights how publicity differs from advertising; it is not paid for or controlled by the organization but rather is generated by the media's perception of the newsworthiness of the information provided. When information is compelling, timely, or relevant, the media may choose to cover it, resulting in unpaid exposure for the organization. This organic media interest is valuable because it often carries more credibility with the public compared to paid advertisements, as it is presented as news rather than a sales pitch.

In contrast, while controlled methods of placing information in the media and payment-based media strategies do exist, they relate more to advertising and marketing rather than to the essence of publicity. Furthermore, managing crises is a specific tactic within the broader field of public relations and does not define publicity itself. Therefore, the distinction lies in the nature of how the information reaches the public, which is through the media due to its inherent newsworthiness rather than as a result of direct payment or control.