“There’s no such thing as bad publicity” is one of the oldest clichés in communications – often credited to the showman P.T. Barnum, and echoed by Oscar Wilde’s line that the only thing worse than being talked about is not being talked about.
But in today’s media landscape, does either version still hold true? In most cases, the answer is no.
The first and most basic reason is that attention isn’t the same as trust. A controversial story may generate headlines and social media engagement, but visibility alone doesn’t build a strong reputation. Businesses ultimately succeed because customers, employees and partners trust them… not just because they’ve gone viral.
Perhaps that age-old adage was relevant when bad news blew over. But the internet never forgets. Negative coverage can now remain searchable indefinitely. A poorly handled controversy can continue influencing perceptions long after the original story has disappeared from the news cycle. In many ways, protecting a reputation has never been more important.
Credibility is a long-term investment. The organisations that consistently perform well in the media aren’t necessarily the loudest. Good PR isn’t about chasing attention at any cost. It’s about creating the kind of reputation that supports business growth for many years to come.
That’s why we always prioritise trust over short-term publicity.