“There is no such thing as bad press.” Everyone has heard that quote, and while some publicists and public relations firms would defend this statement, others would argue against it to the point of hostile debate.

So is any publicity good publicity? it depends largely on if you are simply looking for attention or if you are looking for positive attention and a specifically crafted image for your brand. We are all familiar with parents whp refuse to give a disorderly child any negative attention, by disregarding their tantrums and mischeif while giving positive re-inforcement for proper behavior. If you want your brand to look like a disorderly child to potential clients, customers and the general public then bad press might be of value to you. That is not a joke, but a true statement. Think about rock n’roll bands, eccentric artists, and the like. many of them would indeed fall into this category. Unfortunately, most of us don’t have that kind of freedom to play with our image.

Good public relations is not just about bringing attention to a brand, but about crafting a brand’s image so that when the public thinks of that brand, they associate certain images and ideals with that brand. Sometimes, as tempting as it may be, you cannot accept every media request that comes down the pike. If you look at media coverage and a media image as a secondary career that will boost and bolster your primary career you have to give thought and direction to public relations and media opportunities. Would you take any job that comes your way? Would you work with any client or customer, no matter how inappropriate they might be for you? Public Relations campaigns are similar in that way.

Knowing what your brand stands for and what it does not is a component of your public relations campaign that must be agreed upon with your public relations firm so that you can navigate the media to achieve a certain level of recognition in your market while upholding the integrity of your brand.