A client said to me in a meeting the other day: “I am a strong believer that there is no such thing as bad PR, right?” Well that’s not strictly true was my reply. And here’s why:
Bad PR has no real strategy or plan and no real purpose, it doesn’t build a consistent image or reputation of a company or its products/services.
It is reactionary in nature and sends out a press release just because one hasn’t been sent out in a while or to merely justify a monthly retainer fee. Nor does it follow up to see if the company is utilising PR efforts to support its sales team or provide new content for its website.
Anyone could write a press release and for some companies with limited budgets, it is the only option but sending out bad PR is in my opinion a waste of money. Poorly written press releases, pointless case studies and articles packed with blatant sales messages do nothing for the reputation of the company.
Interestingly I am talking to a group of third year students at MMU today about reputation management in particular via online PR.
So my question is: Is it better to have no image rather than a bad one?