Publicity is an important element of the international marketing communication mix, but the statement that “publicity always creates a positive influence on sales” is too absolute. Publicity refers to the non-personal communication about a company, brand, product, or service that appears through media coverage, news stories, articles, interviews, reviews, events, social media discussions, and other forms of public attention. Unlike paid advertising, publicity is generally not directly purchased by the organization. It may arise from the activities of the company, media interest, public reactions, or independent opinions. In international marketing, publicity can strongly influence consumer awareness, brand image, credibility, and purchasing behaviour, but its impact on sales depends on several internal and external factors. Publicity can create a positive influence on sales because it often provides greater credibility than paid advertising. Consumers generally understand that advertising is controlled and paid for by the marketer, whereas publicity may appear as news or independent media coverage. When an international company receives favourable coverage from respected newspapers, television channels, business magazines, influencers, or digital platforms, consumers may perceive the company as trustworthy and successful. For example, favourable media coverage of a new electric vehicle, pharmaceutical innovation, environmentally friendly product, or technological breakthrough can increase consumer interest and encourage potential customers to consider purchasing the product. Publicity is particularly useful for creating awareness when a company enters a foreign market. An international firm may be relatively unknown in the target country. Through press conferences, product launches, interviews, sponsorships, trade fairs, exhibitions, and public relations activities, the company can attract attention without relying entirely on expensive advertising campaigns. Positive publicity can introduce the company to consumers and business partners, explain its products, and establish an initial reputation. This is particularly valuable when consumers are unfamiliar with the brand. Another important advantage of publicity is its ability to support brand positioning. International marketers need to position their brands according to the cultural, social, economic, and competitive characteristics of individual markets. Positive publicity can associate a brand with desirable characteristics such as innovation, quality, social responsibility, environmental sustainability, reliability, or national development. For instance, if a multinational company receives favourable publicity for supporting education, healthcare, environmental protection, or local employment in a foreign country, consumers may develop a favourable attitude toward the company. Such a reputation can indirectly contribute