There is no such thing as bad publicity. Or is there? A common belief inside and outside the PR world is that no matter the sentiment of media coverage, it is always to the brand's benefit. But is that really the truth?
Where a phrase or sentiment originated from and for what purpose it was originally used can give insight into its true meaning.
The phrase, "There is no such thing as bad publicity," was first used by P.T. Barnum. He was the Founder of Barnum & Bailey Circus, and while his shows garnered huge amounts of attention, media coverage and public support, controversy was also nothing new to him.
It is widely accepted that Barnum's practices were unethical. Considering his reputation, this added context makes you wonder whether he was right, or simply wanted to justify his questionable actions.
media update's Joreke Kleynhans investigates.
Implications of Negative Press
Negative media coverage can have devastating implications for brands. Today, people are more inclined than ever to make buying decisions based on a brand's reputation.
Therefore, being talked about in a negative light can cause direct negative effects on brands' performance and revenue. Reputational damage complicates all aspects of a brand's operations, even the recruitment process.
Can Anyone Benefit From Negative Press?
For a statement as bold as Barnum's to last for longer than a century after its author's death, there has to be some truth to it.
Certain brands can benefit from all types of press, regardless of sentiment. Take Barnum & Bailey Circus: all it needed to make money was shock and attention. As long as people were interested in it, it made money. Why they were interested did not matter.
The same goes for public figures or any other brand that generates revenue from having people’s attention and interest.
If your brand needs more than people’s attention to be successful, the phrase, "There is no such thing as bad publicity" is definitely not applicable.
Did you enjoy this article? Let us know your thoughts on the topic in the comment section below.
*Image courtesy of Canva