London School of Marketing experts debate the pros and cons of bad publicity

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LSM weighs in the positives and negatives of being associated with bad press.

Is all publicity good publicity - even when it's bad?

Is all publicity good publicity - even when it's bad?

Every brand will be exposed to negative press at some point, whether from a single disgruntled consumer or an industry-wide exposé.

London School of Marketing (LSM), a leading institution offering accredited marketing and business qualifications in the heart of London, has published an article weighing up the pros and cons of bad publicity. Experts debate the question: is it better to be talked about for the wrong reasons than not be talked about at all?

"The primary challenge that all marketers face today is visibility. Whether trying to keep a well-established brand in the spotlight, or spreading the word about a new product, it is all too easy to be drowned out by the sea of competing marketing communications," the article states. "The way consumers learn about companies will often be from sources they actively engage with, such as news channels and social media. What this means for marketers is indisputable: better than talking, the important thing is to be talked about. "

Complementing a comprehensive range of blogs, whitepapers and case studies designed to support students pursuing sought-after marketing, business and academic designations, this article provides industry-wide examples of brands who have benefited by bad press, as well as those who have been undermined by it. In all cases, it recommends the best ways to manage the inevitability of negative publicity.

"Every brand will be exposed to negative press at some point, whether from a single disgruntled consumer or an industry-wide exposé. The affect on your company will depend on subject of the publicity, and therefore how you seek to address it," the article concludes. "But it is really better to be scandalous than silent? Unless you are specifically courting controversy, prevention is usually the best cure."

Click here to read the full article.

London School of Marketing delivers accredited marketing and business qualifications, and offers courses from recognised professional bodies such as CIM, EduQual and CAM, BA (Hons) Marketing, MA Marketing and Innovation, and an MBA from Anglia Ruskin University. Based in Central London, they are a QAA approved institution. The school also has offices in Sri Lanka, a network of Local Access Points (LAPs), and online programmes of learning. Courses are run over a broad range of study modes.

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Gimhani Gunasinghe
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