In the 48 Laws of Power, Law number six, Robert Greene asserts that attention is the foundation of influence. He urges readers to “court attention at all costs”. Whether they attract negative or positive attention, as long as all eyes are on them, they are winning. The self-help book, published in 1999 has many PR principles which have been tested over time.
But the notion, “all publicity is good publicity” does not originate from Greene’s books. It an old, 19th century saying that has been applied by many public figures in maintaining relevance.
Winston Churchill for instance is famously known for the quote, ” Never let a good crisis go to waste”. This line of though is also associated with Niccolò Machiavelli.
Bad publicity or negative PR has been used by many as a stepping stone to fame, and as a tool to shape public perception.
But things are changing and we are living in an era where attention is not that difficult to court. People go viral every single day and the limits of virality have been pushed to the skies. One viral video can circulate the entire worlds, garnering millions, if not billions of views, shares, comments, likes and saves. What’s more, there are no rules to what should be shared and what should not. Private moments are leaked, heated conversations are making their way online and even secrets from decades ago are resurfacing.
So, is all publicity still good publicity?
What Does “Negative PR” Mean?
| Term | Definition |
| Negative Publicity | Any public visibility associated with criticism, scandal, error, or controversy. Examples: product failure, regulatory violation, unhappy customers, employee misconduct, online backlash. |
| Crisis | A serious situation that threatens operations, reputation, or public trust that requires immediate, strategic response. |
| Good PR | Positive public attention that inspires admiration, respect and trust. |
When is Negative PR Acceptable?
- First incident of negative exposure: May be viewed as an isolated mistake. Might even generate sympathy. The first incident is like a tiny dot on a canvas. You have people’s attention, now, tell your story. Bring out the positive aspects of your brand.
- Getting noticed for something shocking or unusual: People love and respond to unusual stories.The shock factor can grab attention, and increase awareness, especially when you don’t have strong brand recognition. Mass exposure can be useful in building brand awareness.
- Benign controversies: Negative publicity doesn’t always means you are facing a crisis. Sometimes, it’s just that- a small negative incident. If an incident is manageable, you can always use it to your advantage and increase brand recognition.
Remember, you may not choose or even anticipate when when you will achieve maximum attention from the public. Even when you are actively courting attention, it’s not uncommon to go unnoticed for a long time, only to gain attention when you least expect it. Therefore, when it happens…when you finally go viral or your media appearance attracts a lot attention, take it positively.
In our #100Kenyanbrands report, 60% of the brands we analyzed have experienced a crisis. How a brand reacts to negative publicity determines if it will
When is Bad PR a Problem?
While bad publicity has catapulted some people and brands to stardom, there are many who never recover. The public has its limits and with the rise of social media, we’ve negative publicity destroy brands. Here are examples of problematic negative publicity:
- When bad publicity strikes a negative moral code: Kenyans, like any other community have an unspoken moral code. There are unacceptable moral breaches that the public will not forgive. Examples include; negative publicity involving, Gender Based Violence, child neglect, intentionally harming the public (especially healthwise) and disrespecting people’s religions.
- Repeated negative exposure: The first time might be mistaken for an isolated, but the tenth negative incident solidifies your image. Repeated negative PR signals inconsistency or tacit acceptance of wrongdoing. Also, in Kenya, regulatory bodies, media, or civil society may amplify follow up.
- When Negative PR triggers cancel culture or legal action: It’s all fun and games until Kenyans on Tik Tok and X begin demanding for justice. Public outcry may lead to arrests, if there were legal breaches. Even when there are no arrests, the cancel culture is alive in Kenya and negative PR can lead to dire consequences.
- When the Negative PR is not managed on time: Negative publicity starts as benign or harmless. But if unmanaged, it slowly builds up into a crisis. When negative publicity affects sales, operations or public trust, then it’s a problem. Failing to react on time can turn a “good negative PR incident” into a crisis. Clever brands invest in crisis and reputation management early on to ensure negative PR is tackled on time.
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Turning the tide
Regardless of where you are on the publicity ladder, controlling your brand’s narrative after that first big publicity moment requires careful planning.
Act fast: First, you need to act fast while you still have people’s attention. It’s at this point you will need to make media appearance or release public statements and ensure you bring out the most positive aspects of your brand. It may not be that difficult to land interviews at this point because even the media will want to ride on your new found fame.
Be consistent with your PR strategy: Once you begin to bring out this positive side of your brand, you have steer clear of controversial publicity and curate a brand image that commands respect. If the negative publicity moment was a crisis, draft a crisis mitigation plan for the coming days. Remember, once you experience your first crisis, you become an easy target for click baiters, bullies and the public in general.
Demonstrate accountability: Kenyans appreciate humility more than any other trait. Blaming others, lying or showcasing pride when confronted is one of te worst ways to deal with negative PR. If you are truly not on the wrong. Be transparent and explain the context clearly. If you are on the wrong, share more information on actions taken to remedy the situation.
Consider rebranding: But perhaps you’ve attracted one, too many negative publicity moments. Should you just exist in that negativity soup and enjoy your fame? For someone without an agenda, “all publicity is good publicity”. But for a brand with clear goals and a long-term vision, something has to be done to clean up the brand’s image.
There are many tactics people use to try and salvage what’s left of their brand. In fact there are many people who have changed their brand’s image completely, from negative and appalling to almost respectable. Though, not an easy task. It is possible to turn the tide and redeem your brand even after years of negative publicity. But how do you achieve this?
Related:
How to Get Featured in Kenyan Media
Why Kenya’s Digital & Media Ecosystem Changes the Rules
High social media penetration: Over 90% of Kenyan internet users are active on at least one social media platform. As of 2025, 15.1 million Kenyans are active on social media. Viral content spreads fast.
Influencer & micro-influencer impact gets amplified: There is a growing number of content creators and micro- news and gossip platforms. The need to hop into trending conversations means juicy crisis stories get amplified fast. A single TikTok or Instagram post can reach millions.
Citizen journalism & mobile reporting: Incidents caught on phone/short video can go viral before brands or media houses have a chance to respond.
Growing digital activism: Kenya’s mainstream media has always been vocal about corporate ethics, governance and fact-checking. Digital media has amplified this kind of activism with more players (content creators, digital first media houses and Youtubers) amplifying the call for accountability.
FAQ: Managing a Brand Crisis in Kenya
Is bad publicity still good PR in Kenya?
Yes and No. The idea that all publicity is good publicity was popularised at a time when media coverage was limited. Today, the internet has amplified visibility for brands. Although the first negative exposure or a shocking, bizzare incident can create awareness around a little known brand; the public has its limits. The cancel culture is very much alive and digital activism is compelling brands to tread carefully, even when courting attention.
Which industries in Kenya are prone to negative publicity and crisis?
According to our #100Kenyanbrands report, organizations interacting with the masses directly are more likely to experience a crisis. The most vulnerable industries include Finance, Retail (e.g supermarket chains), hospitals, education, hospitality and government agencies. Our upcoming crisis report however reveals a shift. Smaller brands are becoming more vulnerable with the rise of Tik Tok.
How should a brand respond to a crisis situation in Kenya?
The first question is whether you are really facing a crisis or simply a negative publicity incident. How you react can either worsen the situation or earn you good publicity. Avoid publishing inflammatory statements, blaming others or taking extreme measures to silence the complaining parties. If you are releasing a public statement, hire a professional to draft it. Take accountability and be transparent. Avoid lying or over-promising change.
