Is all publicity good publicity?

The phrase “all publicity is good publicity” is often linked to the 19th-century showman P.T. Barnum, who believed that even negative attention could ultimately boost visibility and financial success. This sentiment is mirrored in Oscar Wilde’s famous words, “The only thing worse than being talked about is not being talked about.” The expression gained popularity in the early 20th century, with a notable mention in a 1915 issue of The Atlanta Constitution, stating, “All publicity is good if it is intelligent.” But does this concept hold true in today’s fast-paced media environment?

Over the past few years, various public figures and companies have put this idea to the test, with mixed outcomes. On one side, figures like Elon Musk, Kanye West, and Donald Trump have capitalized on controversy to remain in the spotlight. Musk’s provocative tweets keep Tesla and SpaceX in the public eye, reinforcing brand loyalty despite occasional backlash. Similarly, Kanye West’s headline-grabbing antics have kept him relevant in both the music and fashion industries. Donald Trump, with his polarizing comments, has maintained constant media coverage, helping him secure a base of supporters.

However, not all publicity leads to positive outcomes. The failed IPO of WeWork in 2019 exposed deep-seated issues within the company, significantly damaging its reputation and valuation. Facebook (now Meta) has faced multiple scandals, from data breaches to misinformation, leading to increased regulatory scrutiny and a tarnished image. Crown Resorts has been embroiled in scandals involving money laundering and links to organized crime, resulting in significant financial and reputational damage.

The idea that “any publicity is good publicity” seems to work better for certain individuals and industries. In sports and entertainment, figures like Nick Kyrgios and Rebel Wilson have remained relevant through controversy. Kyrgios’s on-court antics and outspoken nature keep him in the headlines, while Wilson’s personal journey and legal battles have often enhanced her public image. In contrast, for individuals like Clive Palmer and Alan Joyce, negative publicity has backfired, harming their reputations more than it has helped.

The enduring belief in the power of visibility, even if it comes with controversy, is still relevant today but with caveats. While some may thrive in the spotlight regardless of the nature of attention, others may find that negative publicity can lead to lasting damage, especially in industries where trust and credibility are paramount. As such, the impact of publicity—good or bad—depends heavily on the context, industry, and how the individuals or companies manage the fallout.

At Daymark we will always ask our client ‘why’.  What are your objectives for getting publicity and how will it benefit your reputation and commercial position?  We love media relations and generating coverage for our clients but if it is ‘publicity for publicity’s sake’ it is not worth it.

If you would like to discuss your media relations strategy, get in touch.