PRSA had a letter to the editor
of USA TODAY
published in the April 21, 2011, print and online editions, in response to an April 11 USATODAY.com article
on the reputational effects of negative publicity on corporations and startups.
Letters: Protect company’s brand
Published: April 21, 2011
It would be unfortunate if aspiring entrepreneurs took Trump’s over-the-top media strategy as an example for how to successfully build a brand. It’s not. As Strauss rightly points out, a company’s “brand is precious.” More precious is its equity. The value of maintaining a positive brand reputation outweighs the short-term gains that often accompany voyeuristic celebrity publicity.
Celebrities continue to embrace individual publicity because it feeds the same curiosity that has given rise to gossip websites and reality shows. But whereas bad publicity can initiate or rekindle interest in a celebrity, negative publicity is potentially more harmful to a company or brand.
Rosanna M. Fiske
Chair and CEO
Public Relations Society of America