PR Myth or Marketing Genius? The Debate on ‘All Press Is Good Press

The idea that “all press is good press” has been repeated so often that many brands, influencers, and even corporations have come to believe it as gospel. But is this mindset a bold marketing strategy or a reckless gamble that can destroy reputations overnight?

Good or bad publicity keeps a brand relevant and fuels curiosity. Others insist that a PR disaster can erase years of credibility, leading to financial losses, boycotts, and even a company’s downfall.

The myth has existed for centuries, often linked to the belief that controversy drives attention, which translates into sales. From scandal-ridden celebrities to brands deliberately pushing offensive campaigns, the assumption is that outrage sells. But in an era of canceled culture, social media backlash, and public accountability at an all-time high, does this PR strategy still hold weight, or is it a relic of a bygone media landscape?

The debate is not as simple as “bad press is good press” or “bad press is brand suicide.” The reality depends on context, industry, and execution. Some brands have leveraged negative press, turning crisis into opportunities. Others have suffered irreversible damage from a single misstep. So, is this PR myth a clever marketing trick, or is it one of the biggest lies in modern branding? Let’s break it down.

The Case of the PR Myth: When Bad Press Works

As of January 2024, approximately 70 percent of PR firms surveyed worldwide reported a perspective of business growth. The remaining 30 percent expected business to stay the same. Some brands thrive on controversy, proving that the lousy press can generate massive exposure when managed strategically. Companies like Nike, Balenciaga, and even Tesla have stirred debates, faced backlash, and emerged stronger. Take Nike’s ad campaign featuring Colin Kaepernick—while it ignited political controversy, it also reinforced brand loyalty among its core audience, leading to a surge in sales. Similarly, fashion brands like Balenciaga have intentionally pushed boundaries with provocative marketing, generating buzz that keeps them in the headlines and their products in demand.

Shock value and controversy are crucial in capturing public attention. People are naturally drawn to drama, and social media amplifies this effect. When a brand becomes the center of a heated discussion, its visibility skyrockets. Even if some consumers are outraged, others become more curious, leading to increased engagement, higher search volumes, and, often, a boost in sales. This tactic works best for brands that cater to rebellious, unconventional, or trend-driven audiences that thrive on pushing societal norms.

However, a PR crisis must control the narrative so the bad press can work in a brand’s favor. A well-managed crisis can turn a potential disaster into an opportunity. For example, Tesla’s stock sometimes temporarily dipped when CEO Elon Musk faced backlash for his erratic tweets. 

Still, the media frenzy only made Musk—and, by extension, Tesla—more relevant. By strategically addressing negative press, brands can shift public perception, regain control of the story, and even strengthen their identity.

While not every brand can afford to risk its reputation on controversy, those who understand how to harness bad press can turn public outrage into powerful marketing. But this approach is a high-stakes game—if handled incorrectly, it can spiral into irreversible damage. So, does bad press work, or is it just a ticking time bomb waiting to explode? That’s where the next section will dive into the risks.

The Risk of Believing “All Press Is Good Press”

The source forecasts that 2023, the public relations (PR) tools market value will amount to about 14.79 billion U.S. dollars, up more than 10 percent from 13.4 billion dollars a year earlier. The annual figure was projected to rise, surpassing 29 billion dollars by 2030. While some brands may benefit from controversy, blindly following the idea that “all press is good press” can be costly. Not all businesses can recover from bad publicity, especially when the issue strikes at the core of their values, ethics, or consumer trust. Major corporations like Uber and Boeing have faced severe reputational damage due to scandals that were not just media noise but exposed deeper problems within their operations. 

• In such cases, bad press did not lead to more sales or engagement; it resulted in loss of consumer confidence, lawsuits, and financial setbacks.
• Social media backlash has made negative press even more dangerous. In today’s hyper-connected world, a single misstep can escalate into a global PR crisis within hours. Cancel culture can dismantle brands that fail to respond appropriately to criticism. 
• For example, when Pepsi released its infamous Kendall Jenner ad, attempting to align itself with social justice movements, it faced overwhelming backlash for trivializing real-world activism. Despite pulling the ad and issuing an apology, the damage to the brand’s credibility had already been done.
• Consumer trust is fragile, and once broken, it is broken to rebuild. Negative press that exposes unethical business practices, poor product quality, or offensive messaging can permanently damage brand loyalty. Unlike fleeting social media controversies, corporate fraud, discrimination, or environmental irresponsibility leave lasting stains on a company’s reputation. In contrast to brands that intentionally leverage controversy, businesses that find themselves at the center of damaging PR scandals often struggle to regain public support.
• The myth that publicity is good does not hold up in every industry. While some brands can thrive on attention-grabbing controversy, others risk long-term credibility loss, especially those in finance, healthcare, and corporate services. Understanding the fine line between beneficial and destructive PR is crucial for businesses looking to maintain a positive, trustworthy brand image.

PR Strategy: When to Utilize Controversy and When to Avoid It

Controversy has never failed to be a potent instrument of public relations. Still, it is a double-edged sword that can propel a brand’s prominence to astronomical levels or devastate its reputation forever. Some brands live off controversy as a method of breaking with convention and fuelling discussion. Others fall victim to destructive PR stunts whose damage overshadows any intended purpose. The secret to successfully employing controversy is understanding when it suits your brand’s value system and isn’t worth the gamble. 

The Difference Between Strategic Controversy and Reckless PR Stunts

Not all controversy is equal. Some brands intentionally involve themselves in controversies to make a statement, generate awareness, and build a personal connection with their audience. Nike’s Colin Kaepernick campaign is an excellent example—it was polarizing, but it reaffirmed Nike’s dedication to social justice, ultimately deepening its bond with a loyal fan base.

On the other hand, reckless PR stunts often rely on shock value or misinformation, leading to backlash that damages credibility. Pepsi’s infamous protest ad featuring Kendall Jenner is a classic case of a brand attempting to capitalize on a social issue without fully understanding it. The result? Widespread criticism, a public apology, and a dent in Pepsi’s reputation.

Brands must ask themselves: Is this controversy consistent with our purpose and values? Will it generate significant engagement or only outrage? If the answer isn’t positive, it’s best to avoid it.

When to Leverage Controversy in PR

A solidly executed controversial PR campaigns can work to a brand’s benefit if:

• The controversy has authentic roots and is consistent with the brand’s values.
• It tackles a topical issue that concerns the brand’s target market.
• The firm can deal with possible backlash in a professional manner.
• It incites constructive debate instead of outright indignation.

A brand that gets controversy right realizes that the objective isn’t merely attention—substantive engagement reinforces brand positioning.

Alternatives to Controversy-Driven PR

Should immersing oneself in controversy be too dangerous, brands can instead power attention with other PR strategies, including:

• Thought Leadership: Through insightful content, interviews, and industry debate, establishing executives as industry specialists.
• Emotional Storytelling: Developing campaigns that stir potent emotions and create genuine audience connections.
• Cause Marketing: Backing social or environmental causes in a way that resonates as authentic and impactful.
• Interactive Campaigns: Engaging audiences via viral social media challenges, influencer partnerships, or experiential events.

Controversy can be a potent PR weapon, but it’s not always the best option. Brands that know their audience, remain authentic to their values, and speak with intention will always win out—whether they opt to court controversy.

From Press Releases to Crisis Management—Press Connect Has You Covered

Handling the nuances of PR means more than obtaining media coverage—it calls for strategic handling that secures and elevates brand image. Press Connect equips businesses with AI-based PR solutions that ensure your press coverage is guided by your brand’s objectives, not turning into a crisis.

With real-time media monitoring, targeted press release distribution, and crisis management features, Press Connect enables companies to create the correct stories, reach the right people, and leverage publicity into sustained brand success. Whether building on good exposure or reducing the dangers of bad publicity, Press Connect ensures that your PR plan works for you—so your brand is heard for the right reasons.