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THERE’S
NO SUCH THING AS BAD PUBLICITY – TRUE OR FALSE?
True because:
1. Publicity gets you noticed and
places you firmly in front of the public.
2. Unlike advertising it is usually free of charge.
3. If the publicity has been sought then a prepared
message and image can be conveyed (Richard Branson
is very good
at bringing Virgin into the news).
4. If your story is big enough it will get national media
coverage and exposure.
5. National media coverage of itself can imbue an impression
of size, importance and celebrity.
False because:
1. Unsought publicity may focus on something you had
rather kept private.
2. A hastily spoke, unconsidered word to the media
can lead to collapse as Gerald Ratner discovered (“A pair of gold
earrings for the price of a prawn sandwich. The sandwich will
last longer”).
3. Bad news travels fast.
4. There is a suspicion that ‘there is no smoke without
fire’ – a hint of a lack of integrity will create
mistrust amongst consumers.
5. Bad publicity for one brand in a company’s portfolio
may have a detrimental affect on its other brands.
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