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Feature


Is all publicity good publicity?


By Peter Vezey, PR guru and specialist marketing consultant to the cleaning and FM sectors.


www.vezeyconsultants.com


If I had £1 each time I heard someone say: “All publicity is good publicity, ” I would by now be living in the South of France sipping Pernod by the pool. There is this myth that has been around for decades, rather like taxation and government blunders – something you cannot get away from. This belief is total rubbish. Let me explain.


Imagine for a minute you are a well known face like an MP or TV personality


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and the gossip journalists create some untrue trash about you having an affair – like the PR man who created story ‘Freddy Starr ate my hamster’ in the Sun newspaper back in March 1984. What benefit did Freddy get from that? Nothing except awareness maybe, but for the wrong reason. The story was to publicise some unknown actress and it sort of worked for her. I think the readers thought it a jolly wheeze, had a laugh and never remembered the unknown starlet’s name (anyone who does know it please email me).


Another example is when a product fails, or is faulty or dangerous and has to be recalled. That’s not good publicity, although manufacturers have the


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