ChicExecs VP of Public Relations and Digital Media, Kristen Wessel, shares what businesses can do in case of bad press on the Business Woman Media Blog.
“Bad press … is there such a thing? For your clients, the answer is a resounding yes. It’s the two words that trigger their nightmares. The PR world, on the other hand, looks at bad press from a different perspective. PR is all about brand recognition. When a company is first starting out, any sort of press involving the company’s name is good, even if there is a slight controversy around it. However, when there is a well-established brand that is struck with controversy, they may see sales suffer.
In what instances can bad press actually be good for your brand? It depends upon the PR focus. Take a scandal involving the owner for example. It could promote more awareness of the brand. Everyone loves a good story and controversy piques a consumer’s interest to learn more.
In other situations, bad press can negatively impact your business, especially when it has to do with the quality of the product. Since PR is based around reputation, if something is leaked that is unfavorable toward the company or product, this could lead to problems in sales. For example if there’s defective merchandise or goods and services that cause people harm, the company could see lower profits.”
She explains that bad press can happen to any business no matter how well it’s doing or the precautions it’s taking. In the PR world, not all bad press is a bad thing either. PR is all about brand recognition. When a company is first starting out, any sort of press involving the company’s name is good, even if there is a slight controversy around it.
Read Kristen Wessel’s full Business Woman Media blog for tips on how to handle the bad press that does affect your bottom line.