“There is only one thing in life worse than being talked about, and that is not being talked about.” – Oscar Wilde.
It’s simple; as long as people are talking about you, it’s always a good thing. There is no such thing as bad publicity… or is there?
Rightly or wrongly, it’s my belief that as long as publicity is aligned to your business goals and brand – there is no such thing as bad publicity.
A good example of is Kim Kardashian. Mrs. West was made famous by a leaked sex tape – which no doubt lead to tears, tantrums and PRs running frantically running around Kardashian Towers at the time. But ultimately it put her on the map – she has an invaluable brand and following and has banked over $150 million.
She’s an attractive woman – and a sex tape only pronounced that further.
On the other hand, a new story that a local restaurant has a rat infestation would certainly harm their brand and business.
One of my first clients (when it was just me and a laptop – and an old one at that) was the Jack the Ripper Museum. The name of the game? Whip up as much publicity as possible – which as a small museum in a residential location wasn’t an easy task. So we set to work, using controversy as our friend – we said some naughty things, did some naughty things and upset a few people.
Ultimately we had international coverage, lines of people queuing outside the door and was even voted Vice’s no.1 controversial museum in the world.
In another blog post I’ll discuss in detail exactly what we did.
It’s an approach that wouldn’t work well for a local tearoom, but it certainly had the desired effect.
Small businesses in particular have become very brand conscious. I hear small business owners a lot saying “that will damage my brand”. However, it’s my belief If no one knows about you – you don’t have a ‘brand’ – you have a logo and a twitter page with 500 followers. A brand is useless unless people know about it.
Publicity is a powerful tool for any business – big or small – and if mastered correctly – it can take a logo and make it into an international brand.
“I don’t care what the newspapers say about me as long as they spell my name right.“