By Kristy Hesom
Myths often have interesting origins, and even more interesting realities. The reality of this PR myth cannot be stressed more by the pros, who aim to educate clients and the public that any press is definitely not good press.
Where does this myth come from?
According to
Rebecca Cronje, director at
Cultivate Communications, the myth dates back as far as the 19th century with Phineas T. Barnum, a circus owner and showman who never missed an opportunity to promote his wares.
In an
article for about.com, marketing expert Guy Bergstrom attributes the myth to an old saying: “As long as they spell my name right”, which, as he says, essentially means “any ink is good ink”. In today’s digital world, however, it would have to be more a metaphorical type of ink.
While these are historical origins, Cronje also attributes it to modern celebrities. Remember Paris Hilton? “Her reputation wasn’t a priority, her popularity was,” says Cronje.
Claire Jackson-Bernardo, MD of
Alerting the Media and Public Relations lecturer at
Boston Media House in Sandton, reiterates this by pointing out; “In a time before social media and citizen activism, having your name or your organisation’s name in the media would mean you were staying relevant and top-of-mind.”
What is the reality of this myth?
The reality of this myth, however, is that good press is the only good press. “In today’s connected world, with news that spreads in mere seconds, no organisation can afford bad media exposure,” says Jackson-Bernardo.
She rather points to a more relevant saying; “It takes years to build up a good brand with a solid reputation and in mere seconds it can be destroyed.” She says to simply look at Cell C recently, who have spent years building a solid reputation in regards to women’s rights, “but Cell C are now in the media for all the wrong reasons”.
“The reality is that unless you are seriously trying to prove your popularity at all costs – at the risk of your own reputation – you want to be in the press (or online or on social networks) for the right reasons,” says Cronje.
Both Jackson-Bernardo and Cronje reiterate the power that social media and the Internet have to amplify bad publicity by pointing out that once something happens, it’s out there forever. Any search engine will bring up all of an organisation’s (or individual’s) history, be it good or bad,” says Jackson-Bernardo.
How can this myth be dispelled?
As with most misconceptions, education is the easiest way to change people’s thinking. As a PR lecturer, Jackson-Bernardo says that she does just that on a daily basis; “I am fortunate enough to be in a position where I dispel this myth every time I stand in front of my Public Relations students at Boston Media House.”
Education, however, is not the only way to dispel this myth. PR professionals and the industry itself also work hard at banishing this myth.
Cronje believes dispelling this myth lies in PR being strategic. “It must take into consideration positioning and messaging that elevates the brand’s promise and values,” she says, “and then, once an image or reputation exists, to fiercely guard it so that any press/exposure is positive and remains that way.” Jackson-Bernardo agrees, pointing out that there will be times of crisis or bad news, but that’s the reason why crisis management strategies exist.
PR creates a certain image and perception of a brand, says Cronje. “After all that time – and money – to create it, do you really want ‘any old publicity, good or bad’ to possibly ruin it?”
Do you know of any other PR myths? Tell us in the comments below.