This blog is one that will challenge the comfort zones of a lot of business owners, especially if you’ve bought into the dream that PR is always a positive ride.
If you think landing media coverage is a golden ticket to more sales, credibility and adoration, keep reading, because it’s time to get honest about the other side of publicity.
PR ISN’T ALL PRAISE AND SPOTLIGHTS
I’ve spent a lot of time talking about the power and potency of PR. From positioning yourself as an authority, to becoming “niche famous,” and being seen and hired as the go-to expert in your industry. PR absolutely does all these things.
But what most people (and many PR professionals) fail to talk about is what happens after you get that long-awaited visibility. Too often, the narrative is all sunshine. Exposure equals opportunities, equals the good kind of attention, equals more sales. But ask anyone who’s been featured in major media outlets and they’ll tell you this: publicity comes with a downside, especially if your story disrupts, divides, or challenges popular norms.
It’s a lot easier to tell you that every headline is a win than to admit that sometimes, being in the press puts you right in the firing line.
THE HIGHS & THE LOWS
I recently spoke to Maddie Alexander Grout on ‘What Is Public Relations? The Podcast’ as she’s experienced firsthand the highs, but also plenty of lows that come with media attention. You might know her from the “sickfluencer” headlines (yes, that’s an actual Telegraph label) and the viral debates that followed.
Maddie’s story is a masterclass in what can happen when the press paints a narrative you never asked for. Instead of being celebrated for her work as an ADHD coach and disability advocate, she found herself thrust onto the front page with a label designed to provoke. And as she shared, the saying “all publicity is good publicity” is a myth, especially when your phone is blowing up with concern, your inbox is full of trolls and your boundaries are tested.
What happens when the comments section is a dumpster fire and your intentions are twisted? How do you keep your business moving forward when your mental health is knocked sideways?
Questions to ask yourself:
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Are you prepared for unexpected headlines, viral criticism or clickbait warfare?
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What matters more, the impression of strangers, or the impact on your mission and ideal clients?
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How do you protect your energy, mindset and reputation when the press spins your words for their own agenda?
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Are you using every opportunity, good or bad, to reinforce your values and message?
REALITY CHECK: THE PRESS DOESN’T ALWAYS PLAY NICE
It’s easy to imagine you’ll be seen as the hero, but the media’s ultimate mission is eyeballs, controversy, division and drama that drives clicks.
Headlines aren’t written for nuanced debate; they’re crafted for reactions. If you’re genuine, intentional and want to build a reputation that lasts longer than a news cycle, be ready to play the long game.
When the spotlight shines in the wrong way, it will test your boundaries, resilience and the strength of your community. What’s inspired me most from Maddie’s journey is her refusal to shrink. She uses every viral backlash as content, raises money for charity, responds with humour and turns criticism into new followers and opportunities. She knows not all attention is constructive, but the right kind of reaction can still drive your mission.
SO, WHAT CAN WE DO ABOUT IT?
Here’s what I want you to remember:
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Every press hit, whether positive or negative, is a chance to reinforce your message and values.
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Boundaries matter; you get to choose what stories you share and what you keep private.
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Use the unwanted labels, the trolling, the clickbait as teachable moments. Create content that educates and shows leadership for your community.
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Protect your energy. Not everyone who has an opinion deserves your attention (or a Christmas card!).
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Leverage your coverage; the right people will find you if you stay aligned with your mission.
BE STRATEGIC, NOT JUST VISIBLE
PR isn’t about chasing headlines for headlines’ sake. I work with clients every day to leverage their media coverage with intention. Not just to be seen, but to show up as leaders, set the narrative and open doors that matter.
If your goal is to build resilience, raise your profile and shape public conversations for good, you have to know how to handle the bad days as well as the good.
Publicity is never just about being visible. It’s about having the courage to stand by your story, face criticism with strength and keep showing up even when the world (or the comments section) tries to knock you down.
PURPOSE + PRESSURE = IMPACT
I’ve been in this game for over two decades and what I know, above everything else, is that your mission can and should be bigger than your ego. Sometimes that means saying yes to being in publications that aren’t fully aligned. Sometimes it means swallowing your pride, bouncing back, or owning your mistakes publicly. But it always means doing what serves the right people, at the right time, for the right reasons.
Raising your profile means refusing to “gatekeep” hard moments, and knowing that even negative headlines can lead to positive change if you handle them well.
FINAL THOUGHTS
If you’re ready to stop treating visibility like a magic bullet and start building a reputation that will withstand bad press, viral drama and all the rest, I’m here for it. Your strength isn’t defined by the best headlines, but by your ability to turn every story into an opportunity.
If you’re struggling with how to handle negative press or want to know how to use all your coverage as an asset, come and join the conversation over on Instagram at @PRwithPerkes. Drop me a DM, tell me your horror stories or ask your questions. I’ll help you transform every headline into the next step of your mission.
Laura x
About Laura Perkes:
Laura Perkes is a PR Specialist, Communications Consultant and the Founder of PR with Perkes. She helps creative, diverse and innovative founders, entrepreneurs, start-ups and SMEs who are wanting to raise their profile and build authority through effective PR.
Creating an an earned attention eco-system which contributes to the year on year growth of their business.
