Is All Press Really Good Press? PR Lessons From Recent Headlines

We’ve all heard it: “All press is good press.” It’s the grown-up version of what we tell kids about bullies, that even negative attention is still attention.

But in today’s viral culture, is that really true?

With huge brands making major headlines lately, it’s worth thinking about positive vs. negative press and if they both truly hold value for your business.

Let’s dive into three household names — Cracker Barrel, Nike & Taylor Swift — getting big traction in the press and the potential impact on their businesses.

Case Study 1: Cracker Barrel’s Rebrand & It’s Backlash

If you’ve been anywhere near the media in the past couple of months, you’ve no doubt been made aware of how deeply offended fans were when Cracker Barrel redesigned their logo and showed plans to update the look of their restaurants and country stores.

Consumers often have strong opinions about changes by a favorite brand, but this backlash took on a life of its own, staying in the national news cycle for weeks, going viral on social media, and even eliciting comments from the President.

The result? Massive brand awareness, but also massive division. Time will tell whether it reignited interest in lost patrons or eroded loyalty with its base and the lasting sales impact of each.

Case Study 2: Nike’s Slogan Targets Gen Z

Nike arguably has one of the most iconic and recognizable slogans, “Just Do It.” But recently, they added a companion to their original slogan with “Why Do It?”

The brand said the new variation is meant to intentionally speak to Gen-Z with its more purpose-driven, thought–provoking direction.

Unsurprisingly, the internet had feelings about it. Some praised the shift as thought-provoking and fresh, while others accused the brand of losing its edge. Whatever the feeling though, it thrust Nike to the forefront of the news and consumer consciousness.

Love it or hate it, the addition of the new slogan signaled that Nike cares about reaching Gen-Z and made them part of the conversation.

Case Study 3: Taylor Swift’s Mixed Reviews of Her New Album

Taylor Swift’s latest release, The Life of a Showgirl, dropped a few weeks ago to mixed reviews.

Some long-time fans thought it felt like a homecoming, with vibes reminiscent of favorite past albums. Others thought the writing fell flat and that the album generally was a letdown.

Taylor’s take on it all? “The rule of show business is if it’s the first week of my album release and you are saying either my name or my album title, you’re helping”

Clearly, Tay subscribes to the belief that all press is good press.

The Double-Edged Sword of Controversy

Taking a potentially controversial stance, whether politically or with your brand, is really effective at one thing: getting people to talk about you.

When your brand is front-and-center in the news, you may enjoy some viral moments and increased visibility and engagement, which can make it seem like a marketing win.

But controversy is one of those pesky things where the positive and negative go hand-in-hand.

The long-term risks, however, are a doozy. Your customers may lose trust and unless you are searching for a new audience entirely, alienating your core one could be damaging to the bottom line.

The most important thing to remember here is:

While people talking about your brand can be amazing, consider what they are saying – or could be – and that potential effect on your business.

Awareness and affinity are not the same and it’s up to each business owner to weigh the pros & cons of potential reactions so you know what risk you are truly willing to take.

When Attention Isn’t Worth It

Controversy doesn’t always come with a choice, but if you’re contemplating a change or an announcement that may be controversial, there are some things to consider before you let it rip.

Before you hit “publish” on a bold new idea, ask:

Will the reaction serve our brand’s long-term goals and values?

If the answer is yes, a little heat might be worth it. If not, the short-term buzz could cost you credibility and once that genie is out of the bottle, it’s very hard to put back.

The Choice Is Yours

So, is all press good press?

Our take here isn’t much different from the question of whether you should talk about politics in your business: It depends.

First and foremost, you have to decide what your risk tolerance is. If it’s high and the reaction aligns with your brand values and goals? You might want to go for it.

But if it’s likely that the cost of controversy outweighs the buzz, it’s time for a new strategy.

If you want to spark the right kind of conversation that builds awareness and affinity, the DCM Krewe can help.

Book time on Channing’s calendar to build a PR strategy that makes waves for the right reasons.