The flood of publicity during the last 24 hours around what – extreme indeed – happened in the Greek version of the TV show “big brother” brings to surface a classic communication aphorism: “There is no such thing as bad publicity”.
The cliché implies that even publicity associated with negative comments, ie publicity for negative reasons, can harm a brand/corporate image, however it strengthens the awareness side and in some cases this is more important, especially in the long run.
The truth is that negative publicity does exists and can prove to be harmful and even destructive when we talk about kinds of products such as food and more. In other products, however, such as TV shows, being heard and existing in the news – even if it is to be commented on negatively – might be beneficial.
Even more so when it comes to a TV product that is not accompanied by high expectations and “quality” credentials anyway, the negative publicity could be said to equal a blessing in disguise. Given, of course, that you know how to handle the communication “storm” or that you have the adequate partnerships.
Then, you just need to be able to sit back and see the larger picture.
