There is an effect Stylize > Glow. Create an adjustment layer and mask it so it to the area you want the glow(maybe easier to mask the area you want to be unaffected and change the mask mode to subtract) and add a glow effect to the adjustment layer.
Johnny Cuevas, Editor
"I have not failed 700 times. I have succeeded in proving that those 700 ways will not work. When I have eliminated the ways that will not work, I will find the way that will work."
---THOMAS EDISON on inventing the light bulb.