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There’s no such thing as bad publicity – NOT

12/9/2018

1 Comment

 
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It’s time to ban the word “publicist” from the PR lexicon. And while we’re at it, let’s get rid of the term “spin doctor” too. Neither expression does the profession any good.

Seeking “publicity” implies that there is no strategy underlying the efforts, there is no messaging being undertaken – it is publicity at all costs, no matter that the reputation of an individual or brand may be tarnished or not. It implies a complete lack of strategic intervention and conjures up the Oscar Wilde quote: “The only thing worse than being talked about is not being talked about.”

Michael Shea, a career diplomat and press secretary to Britain’s Elizabeth II, has been credited with coining the term “spin doctor” when describing his role as press secretary as that of a "quasi-spin doctor". But, creating “spin” implies manipulating the facts to suit the business or individual which, in turn, suggests dishonesty and an attempt to control the news.
 
Newsflash – the adage “there’s no such thing as bad publicity” is, in fact, a fallacy. There are MANY examples of bad publicity being just that: bad publicity.
 
We only have to look at some recent examples in South African social media – such as Penny Sparrow’s racist comments on Facebook and Gareth Cliff’s efforts to defend free speech. Both have been the subject of bad news and tarnished reputations. The latter is suing his erstwhile client M-Net for R25m, for firing him (or cancelling his contract). Even if Cliff were to win his court battle, his reputation has suffered irreparable harm and is unlikely to have the same value as before. He will need to hope that people have short memories if he wishes to rebuild his career.
 
And note, it does not matter if Cliff is not guilty of being a racist – the perception has been created and he will struggle to shake it.
 
PR practitioners who describe themselves as publicists do the industry no favours. PR involves adopting a holistic, strategic approach to managing a reputation. It involves assessing the essence of a brand (and, yes, people can be brands) and creating a framework within which a brand interacts with its stakeholders. Managing a reputation entails aligning the general perceptions about a brand with its real DNA. It means being truthful with stakeholders, having an open and honest conversation with them. And it also means listening to them.
 
Reputation management involves identifying other people’s attitudes toward a brand – how they feel and what they say – and aiming to ensure that the general consensus is in line with the brand’s reality across all publics.
 
PR and reputation management needs to be carefully thought through, two-way strategic communication. It shouldn’t be any other way.

I would love to hear your comments on this.

1 Comment
Heather Yaxley link
30/1/2016 10:51:19 am

Interesting post. I would turn this around though. Those who are actually publicists yet describe themselves as public relations practitioners are the problem. Yes, publicity is primarily about getting attention - and sometimes that's what people and organisations want and need. I'm with you though, that this needs underpinning. And that may mean the purpose of the attention is to help sell ideas as well as products and services. An attempt to persuade and influence others. Fine - but that's not public relations.

I would also go further than you in terms of public relations not solely being about reputation management, as that too needs a purpose. Is this simply about maintaining appearances - wanting to be seen to have a 'good' reputation? Or about helping organisations (and individuals) recognise and address issues, adapt to wider societal expectations and needs, and participate ethically and honestly when promoting or selling ideas, services, products etc?

Can I also be contrary and say there should be such a thing as bad publicity - there are undoubtedly some things, people and behaviours that deserve to be called out in public. This may be the catalyst for change - or a reminder of what is unacceptable in society or that needs to be challenged if it is unfair. But yes, that bad publicity shouldn't be spun or glossed over.

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