The theory 'any publicity is good publicity' is dead

If this were the '60s and the only media we were subjected to was a daily paper, any publicity showcasing your brand might be good because your company is talked about for a day and then the story is forgotten, but the name remains.

But this is 2009, today's tweet is tomorrow's headline is next week's online furor calling for a politician's resignation. Google archives these stories for the next reader to find, analyze, and base opinions on.

Negative publicity offers an opportunity to create a positive story (see: mess up, fess up, make up) but any event that splashes someone's name across the media landscape is not an outright boon to their image. Celebrity sex tapes excluded.

Take the example of Wes, the Texas country singer on this season of The Bachelorette. He made no bones about the fact he was there to promote himself and his music. Problem is, now every woman in North America that thought about buying his record thinks he is a two-faced prick because he admitted to having a girlfriend while being on the show.

One story can ruin an image, or at the very least taint it enough so no one, including your friends or clients, wants to be involved with your brand. But all is not lost, how you rebound from the issue is what matters.

Say you're sorry, do some good for the community, lay low for a little while, and focus on your area of expertise. You will come back better than ever. But don't think that the public will give you a free pass the next time. You need to rebuild the equity in your brand to withstand any negative perception.

Now, if Wes were to come out and modify his image from a lying dumpee to a country crooner that's apologetic for his actions, I think he might sell a record or two, maybe.