Very valuable publicity? Neat! (9)

I believe the answer is:

priceless

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'very valuable' is the definition.
'priceless' can be an answer for 'valuable' (similar in meaning). I am not certain of the 'very' bit.

'publicity? neat' is the wordplay.
'publicity?' becomes 'PR' (public relations).
'neat' becomes 'iceless' (I've seen this in another clue).
'pr'+'iceless'='PRICELESS'

Can you help me to learn more?

(Other definitions for priceless that I've seen before include "Totally absurd" , "unaffordable?" , "Very precious; absurd" , "Rich" , "Hilarious -- extraordinarily precious" .)

I've seen this clue in The Times.

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