That is the question! The term ‘all press is good press’ has been floating around for years, encouraging the notion that if your name is in a headline, or your face appears in an article, it’s ‘brand awareness’. While there’s still some truth in that, it’s a PR’s job to know what kind of press and PR will leave your business with soaring traffic and maximum exposure and the kind that will damage your credibility, and how with the right swift, strategic PR action can turn an issue into an opportunity.
Why Some PR Really Does Work
So why does the phrase still get airtime? For new businesses or challenger brands, visibility alone can be invaluable. Being talked about – for better or worse – helps to establish social proof, signal credibility, and shake up markets dominated by bigger players. Even if a campaign splits opinion, it makes a brand harder to ignore and in turn stops the first challenge of being invisible.
Disruptive startups often lean into this deliberately. Bold launches, cheeky stunts, and tongue-in-cheek humour may spark debate, but they also generate curiosity, website traffic, and conversations that would otherwise cost millions in traditional advertising. For some, that kind of spotlight is the first step toward growth.
When Attention Can Backfire
But attention isn’t always positive. Not all headlines boost your brand – and some can unravel masses of hard work put into making a brand name with positive connotations. Poorly judged messaging, tone-deaf campaigns or clumsy crisis responses can erode trust that took years to build. And in today’s world where it’s easier than ever to send a misguided online response, reputational damage can outpace even the best PR strategy.
Bad PR often leaves businesses cleaning up a mess rather than celebrating exposure. And the hardest part is, negative press tends to linger. People may forget your latest product, but they’ll always remember the scandal.
Learning From a Smart Approach
Some of the most well-known brands (that you might find in your fridge) prove that bold, well-executed campaigns can generate huge attention without damaging credibility. Take Oatly, the Swedish oat milk company for example. Early on, Oatly ran provocative ad campaigns challenging the dairy industry with cheeky messaging like “It’s like milk, but made for humans.” When criticisms and boycotts arose, the brand heard the feedback from their customers and decided to take a different approach to a carefully constructed Instagram post. They leaned into transparency with its profanity-laced F*ck Oatly website, a platform devoted to explaining the controversies, criticisms, and missteps in full. As Oatly puts it:
“We see all the negative headlines, posts and petitions as an inevitable consequence of trying to create positive societal change…to understand the full story of Oatly’s mission to shift people away from dairy, and towards a life that’s less taxing on the planet, also browse this profanity-laced website we finally got approval to launch.”
By openly confronting criticism, Oatly transformed potential PR pitfalls into a conversation about its values and mission, showing that bold campaigns can succeed when paired with honesty and humour. Not only does this earn some respect from the public who appreciate accountability, but it means they’re less likely to get damaged by old press appearing years later – it’s already all on a website owned by them!
Lessons From Going Too Far
Now let’s look at some who…haven’t quite hit the nail on the head. BrewDog demonstrates how quickly bold PR can tip into controversy, all because of a risk taken too brashly. In its early days, the brewer’s laddish humour and disruptive marketing made it a darling of the craft beer world. Stunts like brewing the world’s strongest beer, packaging it in taxidermy animals, and cheeky product naming grabbed headlines and helped the brand stand out in a crowded market. These tactics won them fans and positioned them as rebellious challengers to the traditional beer industry.
However, over time, the same approach began to generate negative attention. In 2009, BrewDog was condemned as “grossly irresponsible” by the Portman Group for naming a beer Speedball, slang for a heroin and cocaine combination. It was the first of many criticisms over provocative product names. Additional controversies followed: accusations of plagiarism, disputes with the UK alcohol trade body, and multiple rulings from the Advertising Standards Authority. Even campaigns intended to entertain or shock sometimes backfired, painting the brand as reckless rather than rebellious.
Part of the reason BrewDog’s bold PR often backfired was the way the brand responded – or rather, how they didn’t. Instead of addressing criticism with transparency or empathy, some campaigns came across as defensive or dismissive, which only fueled the fire. On top of that, reports of a toxic workplace culture and internal management issues added another layer of reputational risk. Headlines weren’t just about provocative marketing; they reflected real concerns from employees and the public alike, showing that even a rebellious brand needs thoughtful, responsible communication both inside and out.
The Verdict?
It depends! Not all PR is good for your brand, and a headline that shocks or divides can just as easily backfire as it can boost awareness. That said, if your goal is to shake off obscurity and get people talking, a bold, controversial move can be a calculated risk worth taking.
Ultimately, PR is about more than just attention. It’s about shaping perception, building trust, and creating opportunities for your business. How you respond to backlash can make all the difference! Handled thoughtfully, even negative press can be turned into positive PR that strengthens credibility and deepens engagement. So, while not every story will help you, understanding the difference between risky and reckless PR – and reacting strategically – is what transforms visibility into lasting success.
If you would like to find out more about how HeadOn PR can skyrocket your brand through its stand out PR campaigns, then get in touch with us here.