There’s a saying out there that, if we may give a long winded explanation, suggests that any time someone reads or mentions your firm’s name, it is a good thing for business.
Could anything be farther from the truth? Yes, seeing your name or your firm’s name in the media will indeed circulate buzz – sometimes lots more than you planned.
Looking to Hollywood for bad inspiration
If you’re like most Americans, you’re no doubt at least somewhat fascinated with Charlie Sheen’s plummet. A psychological and emotional mess, Sheen seems to think that simply putting himself up as a public spectacle will greatly benefit his career.
As one of the most-paid actors in the industry (at least until recently), it’s not like his career was in dire need of a boost. Although Google hits for “Charlie Sheen” have skyrocketed over the last few months, the long term repercussions for his career will be worse than anyone can imagine. Already, he has been replaced from his post on “Two and a Half Men” and the odds of him getting another contract on a meaningful TV show or movie are slim at best. His slide makes that of Lindsay Lohan look like an easily surmounted PR obstacle.
Movie stars aren’t the only ones to take this dive. Nearly anyone with a big name is susceptible – like athletes. Warren Sapp, a hard-hitting defensive tackle, was no stranger to controversy during his NFL days. But it was charges of domestic battery that saw him pulled from the NFL Network’s roster after his career had ended. The public that was once forgiving was unlikely to forget, even though the charges were later dropped.
Making it applicable to you
You don’t need to be a celebrity for this take-home lesson in public relations. Too many firms have been content with simply receiving any media coverage, even at the worst of times. To them, simply having their name in newspapers and on websites is enough to drum up sales and increase brand recognition.
Usually, it only does the latter – especially over the long run.
Drink manufacturer Phusion Projects didn’t receive very good press after accusations that its Four Loko alcoholic energy drink contained a dangerous mixture of caffeine and alcohol. Although sales skyrocketed among its target demographic immediately after some states began banning the beverage, the long term affects have been detrimental.
Phusion Projects was forced to reformulate the drink so that it no longer includes alcohol. Since then, the company has seen its development pushed into high gear as it attempts to regain rapidly slipping market share.
Don’t make the same mistakes. The best solution, of course, is to not make decisions that are likely to result in bad press. We realize that this happens unexpectedly, so that’s why we always make sure we have an emergency response plan in place to reduce the affects of negative media.
While you never want to get caught in a bad situation, you never want to make it worse.
