Is bad publicity publicity?

IN today’s hyper-connected digital world, attention has become one of the most valuable commodities.

In many ways, visibility now equals power.

The more clicks, likes, comments and shares one gets, the more relevant they appear.

This relentless pursuit of relevance has created a culture where individuals and organisations are willing to go to extraordinary lengths to remain in the public eye.

The question, however, remains: Is bad publicity really publicity?

There is no shortage of examples to examine.

• Zim’s exhibition rated 7th globally
• Pogba tipped to join Spanish giants
• Mino Raiola: Football agent dies aged 54
• Positive living: Importance of HIV viral load testing

Across the globe, and increasingly in Zimbabwe, people have resorted to controversial tactics simply to capture public attention.

Some social media influencers built their brands on controversy, provocation or outright scandal.

Others have deliberately leaked intimate content such as nudes or sex tapes to trend online.

Musicians have staged dramatic stunts, including fake breakups, fake arrests and even fake deaths, just before releasing albums or projects.

The logic behind such actions is simple: shock people, dominate conversations and convert attention into relevance.

This belief is rooted in the old saying that “there is no such thing as bad publicity”.

The phrase suggests that any attention — positive or negative — is beneficial because it keeps a person, product or brand visible.

From a purely short-term marketing perspective, this argument appears valid.

A scandal can drive traffic.

Controversy can increase engagement.

Outrage can push a name into trending topics overnight.

But does visibility always translate into value?

The answer is more complicated than many would like to admit.

While bad publicity may generate immediate attention, its long-term effects are often destructive.

Attention alone is not enough; credibility matters.

Trust matters. Reputation matters.

Publicity may bring people to your door, but character and value determine whether they stay.

For individuals, bad publicity can create a dangerous trap.

Once a person becomes known primarily for controversy, the public begins to expect increasingly outrageous behaviour.

This creates pressure to constantly outdo previous scandals just to remain relevant.

Eventually, controversy stops being a strategy and becomes an identity.

Instead of being known for talent, innovation or substance, one becomes known merely for chaos.

The same principle applies to organisations. Companies and institutions thrive on trust.

A business may gain temporary visibility from controversy, but if that controversy damages consumer confidence, the cost can be enormous.

Customers may disengage. Investors may pull back. Partners may distance themselves.

In such cases, publicity becomes a liability rather than an asset.

In the age of social media, the lifespan of attention is also remarkably short.

Today’s trending topic is tomorrow’s forgotten headline.

The public moves on quickly.

This means that those who depend solely on controversy must continually manufacture drama to stay relevant.

Such a model is not sustainable.

That said, context matters.

Sometimes what appears to be “bad publicity” can unintentionally benefit someone.

A misunderstood statement, a viral debate, or public criticism can spark curiosity and increase visibility.

Some personalities have successfully converted criticism into influence by controlling the narrative and repositioning themselves.

However, this requires strategic communication, resilience and a clear value proposition beyond the controversy itself.

The real issue, therefore, is not whether bad publicity generates attention — it often does.

The real question is what kind of attention it attracts and whether that attention builds or destroys long-term value.

Publicity without purpose is noise.

In my view, bad publicity is indeed publicity, but not all publicity is good for growth.

Attention gained through scandal may provide instant gratification, but it rarely builds enduring respect.

Sustainable influence is built on authenticity, consistency, competence, and trust.

In a world obsessed with going viral, perhaps the better question is not “How do I get attention?” but rather, “What do I want to be known for?”

Because in the end, being noticed is easy. Being respected is the real currency.