Publicity  offers several benefits. There are no costs for message time or space. An ad in prime-time television may cost $250,000 to $5,000,000 or more per minute, whereas a five-minute report on a network newscast would not cost anything. Publicity reaches a mass audience within a short time and new products or company policies are widely known. Credibility about messages is high, because they are reported in independent media. A newspaper review of a movie has more believability than an ad in the same paper, because the reader associates independence with objectivity. Similarly, people are more likely to pay attention to news reports than to ads. For example, Women's Wear Daily has both fashion reports and advertisements. Readers spend time reading the stories, but they skim through the ads. Furthermore, there may be 10 commercials during a half-hour television program or hundreds of ads in a magazine. Feature stories are much fewer in number and stand out clearly. Publicity also has some significant limitations. A firm has little control over messages, their timing, their placement, or their coverage by a given medium. It may issue detailed news releases and find only portions mentioned by the media, and media have the ability to be much more critical than a firm would like. For example, in 1982, Procter & Gamble faced a massive publicity problem over the meaning of its 123-year-old company logo. To fight this negative publicity, the firm had a spokesperson appear on Good Morning America to disprove the rumor  . The false rumors were temporarily put to rest. However, in 1985, publicity became so troublemaking that Procter & Gamble decided to remove the logo from its products. What's the author's attitude towards publicity?
doubtful passive objective supportive