This is one of the great adages of all time – and arguably the mantra of many a D- grade celebrity dreaming up their 15 minutes of fame. But is it always true?
Publicity is by definition, information that concerns a person, group, event, or product and that is disseminated through various media to attract public notice. The emphasis, therefore, of this definition is on “attracting public notice.”
Certainly, most businesses attract public notice for themselves, their product or service to make more sales. After all, if nobody knows you are there, how can you expect them to buy from you? Businesses and individuals go about solving this problem (being unknown) by advertising and otherwise promoting the advantages of their product and service to their target audience, focusing on how it will solve their perceived problems and generally make them happier, more youthful, stronger, better looking, etc. If their target audience is convinced of the fact, then they will assumedly buy the product/service and become a regular customer.
Bearing this ideal scenario in mind, it makes sense that everything a current or potential customer should learn about a company they intend to purchase from should be favourable, right?
Obviously, the factors that influence buying behaviour differs from one individual to another, but most diligent companies, having done their market research, will have an idea what information they will not want their target audience privy to. Therefore, in the case of most companies and brands, the answer to the question “is all publicity good publicity” would be a resounding no. Too much publicity about foreign objects found in burgers, faulty engines causing emergency landings and unreasonable fee increases would certainly impact public perception about a company’s reputation and affect their willingness to part with their cash. In some cases, most or even all publicity is good publicity. The publicity may be of a less than favourable nature, but the results may end up being positive for the individual or business.
When is this the case that negative publicity can actually be good?
There are some specific examples I have identified below:
- The expectations by the target audience toward the business/individual. For example, when the fans of a rock group or performer hear about their “idol” making comments that are derogatory towards a public issue or debate.
- If you are not known at all, provided not all the attention is negative. If you don’t have any reputation or publicity as yet, sometimes a little bit of debatable publicity will put you on the media and/or public agenda, and they will be more open to information from you in the future. Obviously, the extent and amount of negative publicity is entirely dependent on your business and audience.
- If the nature of your business is such that it attracts a lot of (often dubious) attention anyway, and your audience knows and expects this. We all know not to believe everything we read in gossip magazines, and even big reputable brands like Coca-Cola will attract some negative publicity from time to time.
