In today’s media-driven world the role of publicity, both positive and negative, has taken on a life of its own. Leaders, celebrities, and businesses often find themselves at the centre of public discourse, sparking debates, headlines, and hashtags. The phrase, “There’s no such thing as bad publicity,” has become a popular mantra for many seeking the limelight. But is this idea grounded in reality, or does it oversimplify the true impact of public perception?
The truth is, the relationship between publicity and success is anything but simple. A closer look at recent examples, from Trump’s political theatrics to corporate controversies, reveals a fine line between leveraging attention and destroying trust.
The appeal of controversy: eyes on you
Take, for example, Donald Trump’s 2025 inauguration speech, which embodied his signature flair for headline-grabbing statements. Promising to rename the Gulf of Mexico as the “Gulf of America,” reclaim the Panama Canal, and even limit federal recognition to two genders, Trump made waves that were both impossible to ignore and deeply polarising. His speech wasn’t just about policies – it was a strategic spectacle designed to dominate media cycles.
And dominate he did. News outlets, social media platforms, and very likely many dinner-table conversations revolved around his claims, ensuring that his presidency remained top of mind. For Trump, this relentless media coverage is no accident. His brand thrives on controversy. In a world where fleeting attention spans dictate relevance, being talked about, even if criticised, can sustain visibility.
When the spotlight burns too bright
But while controversy may ignite public interest, it also risks leaving lasting scars. Trump’s speech, for all its buzz, alienated large groups of the population. Outlandish promises like taking back the Panama Canal might make headlines, but they also invite ridicule and scrutiny, casting doubt on his credibility.
This delicate balance isn’t unique to politics. Consider BP’s infamous Deepwater Horizon spill or Facebook’s Cambridge Analytica scandal. These events brought unparalleled attention to their respective brands, but not the kind anyone wants. BP spent billions trying to repair its image after the environmental catastrophe, and Facebook’s reputation for protecting user privacy may never fully recover. Mark Zuckerberg having a front row seat at Trump’s 2025 inauguration, aligning himself with the president’s questionable brand is definitely not helping. Publicity on this scale doesn’t just shape perception, it fundamentally alters trust.
Even when negative press stems from less catastrophic decisions, the damage can linger. Toyota, for instance, faced plummeting sales following recalls of faulty vehicles in 2009, a crisis that forced the brand to rebuild consumer confidence over years.
The power of purposeful publicity
Contrast this with companies like Nike, which successfully navigated controversy by leaning into purpose. When Nike launched its campaign featuring NFL quarterback Colin Kaepernick, who has been both celebrated and criticised for his stance on racial injustice, it sparked a firestorm of debate. Yet the campaign resonated deeply with its core audience, strengthening loyalty and driving sales.
What set Nike apart? Their decision wasn’t made recklessly. It was carefully aligned with their brand values and the interests of their stakeholders, showing that not all controversy is created equal.
What leaders can learn
The lesson here is clear: Publicity is a tool, not a solution. Leaders and businesses must think carefully about the kind of attention they attract and whether it aligns with their long-term goals.
Publicity, particularly the controversial kind, demands responsible decision-making at every level. As leaders, the decisions you make, whether they’re about a bold campaign, a controversial policy, or a corporate pivot, must be guided by ethical considerations and a thoughtful weighing of potential consequences.
Transparency and accountability during times of turbulence are essential to preserving trust. And trust, more than fleeting headlines, is the true currency of reputation.
All press isn’t always good press
The saying: “There’s no such thing as bad publicity,” is at best, overly simplistic. While controversy can spark conversation and capture attention, it’s not a long-term strategy for success. Reckless decisions, even if they generate buzz, can leave deep scars on reputations that are difficult, sometimes even impossible, to heal.
Ultimately, the brands, businesses, and leaders who navigate publicity successfully are those who balance boldness with responsibility. The question isn’t whether people are talking about you, it’s what they’re saying, and whether their words build bridges or burn them.
