Most people probably hear this phrase bandied around now and then…quite often by those a little unfamiliar with the inner workings of the PR machine. The gist of this annoying little phrase is that a bit of negative promotion is anything but negative in the grand scheme of things – that as long as people are talking/bitching/whatever – then you’re getting noticed, therefore being promoted. Job done? I don’t think so…

I wholeheartedly disagree with this statement that any publicity is good publicity. Negative publicity is promotion, and does get you noticed, however quite often, the point of publicity doesn’t just stop at the being noticed…it normally (except in the case of Big Brother contestants and that ridiculous Corey party boy with the huge sunglasses) goes hand in hand with something else. I.e. being noticed for something marketable – such as selling a product or a service to the public. Like musicians. Or airlines. Or pizza.

So in saying this, it may be all very well for example, that everyone knows that you make pizza. But what if everyone knows you make pizza because you’re always making the news because your pizza makes people really sick. Or they found human body parts in it. Yes, that is definitely publicity. Perhaps not good though…as it’s not going to help you sell anymore pizza.

Some may still argue at this point that it’s still good publicity….that your name is still out there…you can always leverage off this bad publicity and get out a message to combat it…and start making better pizza or whatever it is you do…but I would still disagree. Sometimes you actually can’t make a full recovery – especially if you handle the unwanted media attention badly in the first place. That’s where having a publicist can help.

I’ve been thinking about this a lot today especially, with the whole Kyle Sandilands/Jackie O saga playing out. According to various media accounts, they invited a 14 year old girl (with her mother on air too) to undertake a lie-detector test on their radio show. They asked her personal questions about her sex life – and if that’s not horrifying enough – she divulged on-air that she had been raped at 12 years of age. Then, instead of terminating the interview…and promptly referring all involved to a counseling service, Kyle continued with the question; “So is that your only experience?”. I found it (and the man in general) disgusting and insensitive.

Since this occurred, his show has been dumped from 2Day FM, and he has also been booted off from his judge post on Australian Idol. Several large companies (one of which I work with closely) have or are seriously considering terminating their advertising with the radio station. And good. What sort of company would want to be seen to be supporting that? It’s not the first time Kyle and Jackie O have pulled this sort of stunt.

Yes everyone’s talking about it…but to what end? They now have no jobs, 2Day FM could end up in a hell of a lot of trouble…I just don’t believe they are reclining back slapping their knees to the tune of ‘all publicity is good publicity’ right at this moment.

Which then led me to make a list (one of my most favourite things to do) of the top 5 Bad Publicity Moments this year. I’m sure there are many many more, so feel free to add to the list!

1. Kyle Sandilands Lie Detector Test

2. Brett Stewart’s Rugby League sex scandal (The NRL has temporarily stopped the airing of an advertising campaign featuring Stewart as he was formally charged with sexual assault)

3. The Chaser’s sick children skit (so disappointing!)

4. Gordon Ramsay abusing Tracy Grimshaw on A Current Affair (bite him Tracy, bite him! I would have)

5. Various bikie incidents earlier this year (well…being watched like hawks by every single law enforcement agency surely can’t be good for business!)