Why publicity is bad

Regaining trust can be difficult and time-consuming. Mistrust expressed by word of mouth and through social media can take years to repair and often can only be remedied by the number of vocal supporters eventually outnumbering the critics. In general, bad publicity negatively affects sales. Companies that are virtually unknown can at times experience a boom in business after bad publicity, but they are the exception.

In general, bad publicity damages the long-term success of larger established businesses. Product accessibility can also decrease with bad publicity, and potential consumers might have fewer opportunities to purchase products. When buyers and store owners have negative opinions, their choices ultimately affect their customers' options. Brand equity can suffer long-term damage as a result of bad publicity. This is especially evident for companies that must recall their products because of safety or health hazards.

In such cases, even if only a portion of a product's supply is recalled, buyers are likely to avoid the brand altogether for a period. Rumors, even those with no merit, can affect sales just as strongly. There is some hope. Is it really all bad? Related Posts. Written by: admin. Meet the most famous bookstore in Argentina, considered the most beautiful in the world. Recent Posts. How a well thought-out social media strategy can help your brand November 12, Instagram Changes in how to seize new opportunities November 5, Why doing business in Brazil can be challenging for foreigners October 27, Business Communication in Brazil: what you need to know, and how to apply it to your business October 8, All rights reserved.

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In that case, any publicity, positive or negative, turns out to be valuable. Follow-up studies affirmed the reason: Even bad reviews drew attention to works that otherwise would have gone unnoted. In another study, participants read book reviews that were either positive or negative, on books penned either by well-known or new authors.

Some participants were asked immediately to rate how likely they would be to purchase such books, while others were given an unrelated task and later asked if they would buy the book.

For well-known books, negative publicity resulted in less likelihood of purchase, whether participants reported their preferences right away or after a delay. However, for unknown books, the negative publicity did not affect the likelihood of purchase after a delay. The research indicates that new entrants may have little to lose when it comes to publicity of any kind — the key is simply to get seen.

Might the virulence of the negative PR have bad effects, no matter what? When might scandals unrelated to the quality of the product — about the CEO or star associated with it — be advantageous or disadvantageous? How exactly does publicity influence word of mouth, memory, and exposure to products?