All press is good press right? Well, not if you can’t control the narrative. Let me explain:

When a political candidate or large corporation gets bad press, its definitely a bad thing. But the process of fixing their reputation can also bring positive outcomes. The worse thing for any brand is irrelevancy. Of course, this is assuming you deal ethically with the public and the bad press is not deserved. Sorry to break it to you, but if you’re a jerk- no PR firm will be able to help you.

So who can get away with bad press?

The answer is those who have a platform where they can control their narrative. If you’re not building your platform- there’s no way to get in front of that negative story or bad review. You need to have an active email list, video series, or constantly updated blog and social media presence. Unless of course you have the millions of dollars in an advertising budget that it takes when a large corporation gets in trouble.

So What Can You Do?

The best time to start building your platform would have been 20 years ago. The second best time is right now.