When your spokesperson is interviewed on the TV evening news, that's air time worth far more than most nonprofits could hope to afford as an advertising purchase. And when your organization is quoted in the press, that lends an air of credibility that you just can't buy at any price.
Advertising is telling your own story. Publicity is when someone else tells your story for you. And there's no question which type of communication packs the biggest public relations punch.
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