All news is not good news

August 20, 2009 at 10:12 pm Leave a comment

Have you heard of the expression “all news is good news”? In a nutshell, it’s a school of thought about promotion contending that, no matter what is written about you, as long as you’re being written about, it’s a good thing. Is this true?

Not even close.

In the old days (like 10 years ago), this may have been a more accurate adage, considering that most people still got their news from traditional sources like newspapers, radio, and TV. Today, with the bewildering amount of information choices, everybody has a voice, and everyone is their own network. Heck, even a chucklehead like me can have a forum and an audience for all of my mundane thoughts.

With all of these sources, it’s easy for a company to get a lot of bad press, especially if they create a poor product or don’t utilize marketing/PR. A popular blog can influence a devoted follower, who happens to be the director of a TV show, who suddenly pumps it out to millions of people. Problem is, a huge portion of the new media sources are unreliable, biased, and potentially untrue. If someone’s got an axe to grind against you, they can’t generate a lot of ink, but none of it may be good. That’s a problem. Another pitfall occurs if you try to control the message by either generating your own content and creating a corporate shill, or by moderating others on your company blog. People don’t like the idea of having their thoughts policed, and will inevitably lash out against you and your company.

So what can you do to a) get good ink, and b) avoid bad ink? Answer: not much. Just kidding. You can keep the good ahead of the bad by treating your constituents right: produce a quality product, engage in honorable business practices, provide a quality experience, maintain your professionalism, and constantly dazzle your customers. You can also build and maintain friendly relations with people in the press and blogosphere, creating allies that are willing to say good things about you.

If you like my advice, feel free to spread the good word with one of the bookmarks below. Spread the love, spread the love.

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Entry filed under: Best Practices, Branding, Leadership & Management, LinkedIn, Marketing, Marketing Communications, Messaging, Public Relations, Raising Awareness. Tags: , , , , , , , , , , , .

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