Negative Doesn't Always Mean Negative

PR buzz is not always perfect. As a PR pro, you know that you can do a lot of work, but still need a little bit of luck.

When you work with reporters, you do not have full control of what gets shared; even if YOUR prep work is spotless. You may have created great keywords and statements that can get misdirected, or your product may be poorly reviewed. It's really out of your hands. However, bad news is not ALWAYS bad. It's still news, right?

Currently, I work with a client that is very unique and has gained success with a niche market. They are trying public relations for the first time ever and getting a lot of buzz. However, the mainstream market does not particularly love the product and are willing to say it. My client knows and even says they are not a brand for everyone, but he still gets nervous after reading a negative review or hearing a negative comment. Nonetheless - they are getting ALOT of publicity. One review did come back negative, but they still placed a large photo in the review and said where someone could buy the item. This is what counts.

Again, in a situation when a reporter does give you negative feedback - don't be surprised. This can happen! I was reading about a similar situation where a brand received negative PR after reporters tried the product and didn't enjoy it. The company came out making a statement that said too many went way too far with reviews and said they wouldn't release any more items to be tried until further notice. This is a poor move and never do this. PR works symbolically with media - they need each other. So, if you think something, don't way something. You don't want the reporters on your bad side even more.