In essence, publicity is the act of making a timely suggestion to a journalist or media contact that then leads to the inclusion of an organization, product or individual in a story. Online social media, newspapers, radio shows, magazines and cable/network programs have large amounts of space to fill, and depend on publicists to help provide story ideas, subject interviews, background information and other material.
Publicity done right will lead to two kinds of PR coverage:
A professionally written original story created around an interesting “angle” (e.g., a feature story about a company; a story regarding a current trend presented to a journalist; an interview segment; etc.); and/or
The inclusion of your product, company or service in an already existing story (e.g., the journalist is already working a story about your field, and JoTo PR’s contacting them results in your company/product being included in that story).