Destroying a Publicity Myth in Public Relations

We’ve all heard it before: This phrase perfectly captures the world of PR although arguing that all publicity is good publicity could not be further from the truth. As much as people believe that it is always better to get any kind of attention when it comes to business, this is not always the case.

Consider this: A startup gets coverage in the media after its CEO posts a provocative statement. Yes, the company is named in the newspaper, but what price did they pay for that? The brand may suffer some blows, customers may lack confidence in the products, and investors may question their investment. Occasionally, such measures can bring long-term harm to the organization that will be challenging to undo.

On the other hand, the positive media coverage could be very effective for the branding of the products. It can create a good impression and gain the confidence of the new customers or clients. However, getting such a positive kind of attention needs to be planned and strategized for. Of course it isn’t, it’s about making sure they are promoting your name for the correct reasons and in the correct context.

For corporate companies, startups, and individual profiles, the lesson is clear: It is always preferable to have quality rather than quantity in terms of publicity. It is way better to get only the top and respectable publications that give good comments on the brand than to run around getting any random hits without thinking about what might come out of it.

Therefore, the next time someone comes up and tells you that ‘All publicity is good publicity,’ tell him or her that, in PR, it is not how often you are seen but how you are seen.

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