The Silver Lining of Bad Publicity: How Negative Attention Can Boost Your Brand

By: Jade Margaret Grajo

We often hear the saying, “in the world of marketing, bad publicity is still publicity,” but how can we know if we are still in the boundaries of promoting our product while still attracting clients? How do we know if we are not doing more harm than good? Is it really beneficial for a brand’s reputation? How true really is this saying?

Bad publicity is often viewed as a nightmare for any brand image, which is why we often hear “this is a PR nightmare” whenever something negative comes out about a particular brand. The said publicity can tarnish reputations, diminish trust, reduce brand loyalty and lead to significant losses not only connected to finances, but also in terms of engagement with the customers. However – as Taylor Swift best puts it, “darling I’m a nightmare dressed like a daydream” – there’s a paradoxical side to the negative attention that can actually benefit those who fall victim to it. As Oscar Wilde famously said, “there is only one thing in life worse than being talked about, and that is not being talked about.”

Why does bad publicity happen?

Bad publicity can arise from various sources: missteps and mistakes, controversial decisions or statements, and external factors beyond a brand’s control. Regardless of how it can happen, it can spread as quickly as a forest fire, especially with billions of people using social media in their day-to-day lives.

The psychological impact of bad publicity

Have you ever noticed that the more negative news a brand shows in the general public, the quicker it gets its headlines? This is because negative publicity tends to capture more attention than positive news. This quick and heightened response from the public can make the bad publicity more memorable, even beneficial in some cases.

Turning bad publicity into an advantage

As a brand suddenly finds itself in the spotlight garnering attention that even traditional marketing cannot afford, it receives three benefits despite its ongoing PR disaster:

Increased visibility. As a brand is at the center of a controversy, it is more likely to be discussed frequently in the media as well as in various social media platforms.
Strengthening brand identity. The way that a brand can effectively manage negative publicity may uphold its principles. The business can grow stronger when it answers to criticism in a clear and professional manner.
Engaging with the audience. A unique opportunity shows up for brands amidst negative publicity – the opportunity for direct engagement with the audience. Brands can address concerns during times of crisis openly and honestly, converting critics into supporters of the brand.

Mitigating the risks

Although negative exposure might be good as the brand is being talked about, it is still important to understand the difference between positive and negative attention. To reduce risks, it is crucial to have consistent brand messaging, efficient crisis management, and clear communication techniques. A brand may experience long-term harm if it is unable to adequately handle bad press.

A brand thriving amidst the controversy: Taco Bell, turning legal challenges into marketing triumphs

Let us take the story of Taco Bell. A class-action complaint against the company surfaced in 2011, claiming that the restaurant chain’s seasoned beef only included 35% actual beef and did not meet USDA requirements. The fast-food chain’s reputation might have been seriously harmed by this accusation. Taco Bell responded to the allegations with an open and aggressive marketing campaign, rather than managing the legal dispute in private.

The business released videos and interacted with customers on social media to defend their goods, spending millions of dollars. Taco Bell listed each ingredient in their recipe and disclosed that their seasoned meat had 88 percent beef. This proactive strategy not only allayed concerns but also demonstrated the brand’s dedication to integrity and openness.

The result was extraordinarily favorable. In the end, the lawsuit was dismissed, but Taco Bell’s campaign had a significant impact. After the campaign, 91 percent of Facebook fans and 89 percent of YouTube viewers had a positive opinion of the brand, indicating an improvement in its reputation. Taco Bell proved how to transform a possible PR disaster into a success by coming out of the situation with an improved reputation and increased customer trust.

Key takeaways for brands

Unfavorable press does not always indicate catastrophe. Negative publicity can become the catalyst for development by raising awareness, reiterating company identity, and interacting with the public. Here are some concrete strategies that brands may take to transform negative publicity into a tool for good:

Plan ahead and take bold decisions quickly: Establish a crisis management strategy to address unfavorable situations quickly and skillfully.
Communicate clearly: To establish credibility and trust, be open and sincere in all of your communications.
Make use of feedback: Take advantage of unfavorable situations as teaching moments to enhance goods, services, and interactions with clients.

Learn more about how you can strenghten your brand and increase customer trust & engagement. Let Verafede help you strategize today, whether we are in the middle of a potential PR problem or simply taking actions to get upclose engagement with the market.

References:

The Silver Lining of Bad Publicity: How Negative Attention Can Boost Your Brand

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