Bad Publicity is Still Publicity Why All PR is Good PR

In public relations and marketing circles, the phrase “bad publicity is still publicity” often sparks significant debate. This provocative idea, closely related to quotes like “there’s no such thing as bad publicity” or “all PR is good PR,” suggests that even negative attention can benefit a brand or public figure.

But is bad publicity truly beneficial, or can it severely damage reputations beyond repair? In this comprehensive analysis, we’ll dive deep into the origins, implications, examples, and strategic responses to negative publicity.

Origins of Bad Publicity is Still Publicity

The phrase “there is no such thing as bad publicity” is commonly attributed to showman and circus entrepreneur Phineas T. Barnum, who thrived on controversy to attract audiences. Another frequent attribution for the saying, “any publicity is good publicity,” is to Oscar Wilde, who famously stated, “The only thing worse than being talked about is not being talked about.”

This historical context underscores the strategic value some marketers place on media exposure, irrespective of its nature.

What is Good Publicity?

Good publicity is the kind that elevates your brand, builds trust, and creates a positive perception among your target audience. It’s about showcasing your brand’s values, achievements, and contributions in a way that resonates with people. Good publicity:

1. Builds Credibility: Positive media coverage or features in reputable outlets can establish your brand as an authority in your industry.
2. Drives Engagement: When people see your brand in a positive light, they’re more likely to engage with your content, share your story, and become loyal customers.
3. Boosts Reputation: Good publicity reinforces your brand’s image and helps you stand out in a crowded market.
4. Generates Long-Term Value: Unlike short-lived buzz, good publicity creates lasting impact, fostering trust and loyalty.

For example, a well-placed press release about your company’s innovative product launch or a feature story about your CSR initiatives can generate goodwill and attract the right kind of attention.

What is Bad Publicity?

Bad publicity, on the other hand, is the kind that damages your brand’s reputation, alienates your audience, and can even lead to financial losses. It often stems from negative press, scandals, or poorly executed campaigns. Bad publicity:

1. Erodes Trust: Negative stories can make people question your brand’s integrity and values.
2. Spreads Quickly: In the age of social media, bad news travels fast, and it’s hard to contain once it’s out there.
3. Hurts Relationships: Customers, partners, and stakeholders may distance themselves from your brand if it’s associated with controversy.
4. Requires Damage Control: Recovering from bad publicity often involves costly PR campaigns and a lot of time to rebuild trust.

While some brands have managed to turn bad publicity into opportunities, it’s a risky game. For every brand that survives a scandal, there are countless others that never fully recover.

Is Any Publicity Good Publicity?

The core premise of the argument—”any publicity is good publicity”—rests on the notion that visibility itself carries inherent value. The logic goes like this: when people talk about your brand, whether positively or negatively, it increases awareness, curiosity, and even traffic, potentially converting passive observers into active customers.

Yet, critics strongly dispute this, arguing that negative publicity can irreparably harm a brand’s reputation, leading to lost customers, diminished trust, and long-term damage to business viability.

Bad Publicity Examples: When Negative PR Helped Brands

There are notable examples where “bad press is still good press” rings true:

Example 1: Nike’s Controversial Ad Campaign

Nike’s campaign featuring Colin Kaepernick, who famously protested during the national anthem, drew immense backlash. The initial reaction was polarized, but ultimately, Nike experienced significant brand engagement, increased sales, and robust stock performance, proving “even bad publicity is good publicity.”

Example 2: United Airlines Incident

When United Airlines faced immense backlash after forcibly removing a passenger from an overbooked flight, the immediate aftermath saw plummeting shares and public outrage. Paradoxically, this incident generated extensive media coverage, ultimately leading United to implement customer-friendly policies and restore its market position.

These examples demonstrate that, under certain conditions, “bad press is better than no press,” leading to heightened awareness and eventual positive outcomes.

Negative Publicity Examples: When Bad Press Went Wrong

Not all instances of negative publicity end positively. Here are examples of bad PR campaigns with lasting negative impacts:

Example 1: Pepsi’s Misjudged Commercial

Pepsi’s advertisement featuring Kendall Jenner trivializing social justice movements generated instant backlash. Pepsi swiftly pulled the ad, yet the damage remained as a notable example of bad PR, illustrating that negative publicity can indeed harm brand perception significantly.

Example 2: Volkswagen Emissions Scandal

The Volkswagen emissions scandal represents one of the worst PR campaigns in recent memory. The deliberate deception led to severe financial penalties, reduced consumer trust, and long-lasting reputational damage, affirming that “there’s no such thing as bad publicity” doesn’t universally apply.

Quotes About Publicity: Insights from PR Experts

Several famous quotes reflect different views on publicity:

• “All publicity is good publicity” – a common PR maxim.
• “There is no bad publicity except your own obituary.” – Brendan Behan
• “Bad publicity is good publicity” – a simplified yet frequently referenced notion in modern PR.

These varied perspectives highlight the complexity of publicity management, underscoring the necessity of a nuanced understanding of public relations.

Bad Public Relations: Understanding the Risks

Bad PR, or negative public relations, refers to publicity that damages brand perception or stakeholder trust. Examples of unethical public relations, like disseminating false information or ignoring significant issues, can severely damage brand credibility.

Negative publicity might attract attention initially, but sustained negative coverage usually leads to declining brand trust, customer loyalty erosion, and eventually financial losses.

Good Publicity vs. Bad Publicity: The Real Difference

Positive publicity, characterized by favorable media coverage, consumer endorsements, and robust brand loyalty, offers clear long-term benefits. Positive publicity examples, like successful charity events, innovative product launches, or award recognitions, enhance brand credibility and consumer confidence.

Conversely, negative publicity usually results from scandals, product failures, ethical breaches, or poor customer service experiences. Brands must differentiate clearly between publicity that stimulates constructive dialogue and that which sparks backlash and alienation.

How Businesses Should Respond to Bad Publicity

When confronted with negative publicity, businesses must respond strategically. Here’s a recommended approach:

Step 1: Immediate Response

Promptly acknowledge the issue, demonstrating accountability and transparency. Silence often exacerbates the problem.

Step 2: Public Apology

When appropriate, issue a sincere apology highlighting genuine remorse and commitment to resolving the problem.

Step 3: Corrective Action

Clearly outline specific actions your organization is taking to address the underlying issue, reassuring stakeholders of your proactive stance.

Step 4: Communication

Consistent and open communication helps manage the narrative and rebuild trust, converting potential negative impacts into positive perceptions.

Publicity Stunts and Their Role

A publicity stunt, whether labeled good or bad, is a planned event intended to attract attention. However, brands must carefully evaluate potential outcomes, as poorly executed stunts can quickly become negative publicity examples.

For instance, Red Bull’s Stratos Jump—a famous PR stunt—generated overwhelmingly positive publicity by breaking world records. Conversely, poorly thought-out publicity stunts can spiral into PR disasters if perceived as insensitive or exploitative.

Bad Publicity is Good Publicity: The Verdict

The assertion “bad publicity is still publicity” holds nuanced truth. Context determines whether negative publicity serves as a springboard to growth or a pathway to reputational disaster.

In markets dominated by visibility and constant competition for attention, some controversy might indeed stimulate interest and lead to positive outcomes. However, ethical considerations, long-term reputation management, and customer trust remain paramount.

Brands must balance attention-seeking strategies with ethical responsibility and sound reputation management. Ultimately, strategic responses and genuine accountability distinguish brands that recover stronger from controversy from those permanently damaged by negative PR.

Conclusion: Navigating the Complexity of Publicity

While “all PR is good PR” and “no press is bad press” offer enticing simplicity, the reality of public relations is more complex. Organizations must critically assess each scenario’s potential risks and rewards, carefully manage their messaging, and strategically engage with their audiences.

Understanding that publicity, whether negative or positive, shapes brand identity and public perception is essential. By prioritizing transparency, accountability, and strategic responsiveness, businesses can navigate publicity challenges, transforming potentially damaging scenarios into opportunities for positive engagement and growth.

Why IMCWire is the Best Choice for Good Publicity

When it comes to generating good publicity, IMCWire stands out as a leader in the PR industry. Here’s why:

1. Strategic Storytelling: IMCWire specializes in crafting press releases that highlight your brand’s strengths and align with your goals.
2. Wide Distribution Network: With access to top-tier media outlets, journalists, and influencers, IMCWire ensures your story reaches the right audience.
3. Crisis Management: In the unlikely event of negative publicity, IMCWire has the expertise to manage the situation and protect your brand’s reputation.
4. Proven Results: IMCWire has a track record of helping brands achieve positive media coverage and build lasting relationships with their audience.

By partnering with IMCWire, you’re not just getting a PR service – you’re investing in a strategy that prioritizes your brand’s long-term success.