There Is Such a Thing as Bad Publicity

According to legend, P.T. Barnum once proclaimed, “There is no such thing as bad publicity.” This phrase, while popular, doesn't hold up under scrutiny. Negative publicity can significantly damage a business and leave a lasting stain on its reputation. One need look no further than the myriad examples from recent years to understand the gravity of such missteps.

In 2016, Wendy’s found itself in hot water after posting a meme of Pepe the Frog on its Twitter account. The employee responsible was unaware that the meme had been co-opted as a symbol of hatred and conspiracy theories. The backlash was swift and severe, underscoring the critical need for organizations to steer clear of negative publicity.

Rushing a campaign can lead to similar pitfalls, making it crucial to allocate sufficient time for careful planning and execution. A hurried approach often means the marketing team lacks the opportunity to properly review their work or choose the optimal time to publish. Ensuring the team has ample time to conduct thorough research increases the likelihood of a campaign garnering positive consumer attention.

Controversial topics require particular caution. Without in-depth research into public attitudes and contextual sensitivity, a campaign can quickly backfire. A notorious example is Pepsi's 2017 attempt to align itself with the Black Lives Matter movement through a video ad. The ad, featuring Kendall Jenner handing a Pepsi can to a police officer amidst a protest, was met with widespread outrage. Critics accused the company of trivializing a serious social issue, forcing Pepsi to apologize and retract the ad, stating, “We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout.”

Using reputable products and technology in a campaign is another essential step, since this not only positions the organization as forward-thinking but also safeguards against potential cybersecurity threats. Furthermore, embracing eco-friendly technology resonates with the growing consumer demand for corporate environmental responsibility. Google's recent unveiling of its all-electric Bay View office, which operates on carbon-free energy 90% of the time, is a testament to this trend. Additionally, a campaign should avoid making promises it cannot keep, as failing to deliver erodes consumer trust.

A shining example of a well-executed campaign is Burger King’s 2017 anti-bullying initiative. The fast-food chain released an ad highlighting the importance of standing up to child bullying, which quickly went viral and received widespread support. The success of the campaign lay in its relevance and authenticity, supported by thorough research and strategic timing, coinciding with National Bullying Prevention Month.

These examples highlight the importance of constructing ethical campaigns that resonate broadly and avoid controversy. As Ossie Davis’s character famously advises in Spike Lee’s Do The Right Thing, “Always do the right thing.”