Crossword Genius

Say what gets publicity, I say (4)

Ross

I believe the answer is:

egad

I'm a little stuck... Click here to teach me more about this clue!

'i say' is the definition.
Both the answer and definition are interjections.
Maybe you can see an association between them that I don't see?

'say what gets publicity' is the wordplay.
I cannot quite see how this works, but
'say' could be 'eg' (both can mean for example) and 'eg' is present in the answer.
'publicity' could be 'ad' (short for advertisement) and 'ad' is located in the answer.
No letters remain.
This explanation may well be incorrect...

Can you help me to learn more?

(Other definitions for egad that I've seen before include "Forgotten curse" , "Christ" , "My word once" , "traditional oath" , "Archaic expression of anger, surprise, etc" .)

I've seen this clue in The Independent.
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