“All PR is good PR.” For decades, that phrase has echoed through boardrooms and brainstorms, offering a bold excuse to welcome any kind of publicity—good, bad or scandalous. But in today’s fast-moving media world, that outdated mindset can do real harm to your brand’s image and credibility.
While visibility is important, not all media attention benefits your brand. The right press builds trust and positions your brand for growth. The wrong kind can derail reputations. The difference lies in how aligned, intentional and value-driven your PR truly is.
The Myth: Where It Came From and Why It Lingers
The idea that all publicity is beneficial has deep roots in old Hollywood and early advertising. Movie stars, politicians and public figures once thrived on spectacle. Infamy could fuel intrigue—and in an era without social media or cancel culture, the consequences were often fleeting.
PR stunts, outrageous headlines and even scandals became tools of visibility. After all, if people are talking about you, doesn’t that mean you’re winning?
Why This Strategy No Longer Holds True in 2025
In today’s world, attention isn’t enough—and in many cases, it can be outright harmful.
We live in a reputation economy. Consumers, investors, employees and partners care about values, transparency and accountability. One misstep can be screen-shotted, memed and reshared across platforms in minutes—and unlike the headlines of the past, today’s stories don’t disappear. They resurface again and again, eroding trust.
Whether it’s a poorly worded statement, a problematic partnership or a personal scandal involving leadership, negative PR often comes with real-world fallout:
- Loss of brand credibility
- Decreased employee morale
- Drops in investor confidence
- Missed revenue opportunities
- Long-term damage to customer trust
PR Mishaps: Real-World Examples
These modern examples of PR scandals and mishaps show that “bad PR” does, in fact, exist and can have a lasting negative impact.
When Viral Attention Backfires: The Astronomer CEO Scandal
When the Jumbotron at a recent Coldplay concert in Boston panned to a couple joined together in a romantic embrace in the crowd, they immediately pulled away from one another and hid their faces. The band’s lead singer, Chris Martin, joked that the pair must be “either having an affair or just very shy.” As it turned out, Chris Martin’s playful remark was unfortunately spot on—the couple was indeed involved in an affair. However, there was even more to this scandal: the pair were none other than the CEO and the chief people officer of Astronomer, a billion-dollar tech company known for its strong stance on ethics and workplace culture.
The story broke across tech blogs and social media, rapidly becoming fodder for many memes and parodies. Despite going viral and sparking massive attention, the incident triggered public backlash, internal resignations, and intense scrutiny from both media and stakeholders. The CEO was eventually ousted, and the company’s reputation, carefully built over years, was unraveled in a weekend.
Horror on The High Seas: Cruise Ship Nightmares Shake Traveler Confidence
The recent Netflix documentaries Trainwreck: Poop Cruise and Amy Bradley Is Missing have significantly influenced public perceptions of the cruise industry, particularly regarding Carnival Cruise Line and Royal Caribbean.
Trainwreck: Poop Cruise revisits the infamous 2013 Carnival Triumph incident, where over 4,000 passengers were stranded at sea for five days without power, working toilets or air conditioning. The documentary highlights the dire conditions passengers endured, including makeshift sanitation solutions and unsanitary living spaces. Carnival responded by offering full refunds, reimbursements and future cruise credits to affected guests and implemented fleet-wide safety upgrades following lawsuits and public outcry.
Amy Bradley Is Missing explores the 1998 disappearance of 23-year-old Amy Bradley from a Royal Caribbean cruise. The documentary raises questions about the cruise line’s handling of the situation, including the cruise director’s dismissive comments and the erasure of potential evidence. This has led to renewed public scrutiny of Royal Caribbean’s safety protocols and crisis management.
Both documentaries have reignited discussions about cruise ship safety and the industry’s response to crises, potentially influencing consumer trust and perceptions of cruise lines. Many viewers have since taken to the internet to share how the documentaries have negatively impacted their thoughts on cruises, with several even vowing they will never step foot on a cruise vessel.
What “Good PR” Actually Looks Like
Strategic PR isn’t just about being seen, but rather, being seen the right way.
Good PR:
- Reflects your brand values and mission
- Positions your team as credible leaders in your space
- Builds meaningful trust with your target audiences
- Places your story in front of the right media, at the right time
- Helps you control your narrative—even during crises
It’s not flash. It’s strategy. And the brands that succeed in the spotlight are those who treat PR as a long game, not a quick stunt.
How to Achieve Good PR
Here’s what brands should focus on to earn press that helps, not harms:
- Message clarity – Know what you want to be known for, and make sure your internal and external messaging aligns.
- Thought leadership – Share expertise that adds value to the conversation, not just self-promotion.
- Media alignment – Choose media outlets that make sense for your industry, audience and goals.
- Preparation – Media coaching matters. A strong quote can make or break a story.
- Proactivity – Don’t wait for a crisis to start telling your story. Build trust before you need it.
Don’t Trade Long-Term Trust for Short-Term Talk
Let’s put the myth to rest—not all PR is good PR.
In fact, the wrong kind of publicity can undo years of brand-building in a single cycle. Modern PR must be thoughtful, intentional and rooted in credibility. It’s not just about attracting attention—it’s about attracting the right kind of attention.
As an award-winning full-service marketing and PR agency with a proven track record of securing top-tier media placements and crafting messaging that resonates, we are experts helping brands tell their stories the right way. If you’re ready to build a PR strategy that supports your brand’s growth, protects its reputation and drives real impact—get in touch with us. Let’s talk about how we can help your brand show up, stand out and stay strong in the public eye.