PRSA had a letter to the editor
of The New York Times Magazine
published in the Nov. 14, 2010, print and online editions of the magazine, in response to an Oct. 31 Times Magazine article
on the potential value of negative publicity.
Letters: Good News, Bad News
Published Nov. 14, 2010
Rob Walker’s analysis of the potential value of negative publicity
, while interesting to read, was riddled with false stereotypes and myths regarding the value of public relations and the role it plays in the success of companies. While every business would love lots of affirmative, unsolicited publicity, typically that’s not the case, and it requires an active public relations team to analyze the content and impact of negative publicity to counteract and support the impacted brand. It’s also doubtful that many C.E.O.’s are telling their public-relations staff to help the company’s publicity effort by trashing the brand’s reputation in order to increase sales. Executives at the Gap surely did not view the negative media attention following the company’s recent unsuccessful effort to introduce a new logo as a boon to sales.
GARY D. McCORMICK
Chair and CEO
Public Relations Society of America