We see it all the time: our favorite celebrities, influencers, and brands make headlines with bad press. From controversial statements to public mishaps, these scandals have become so commonplace that it's easy to forget that behind the scenes, teams of people are working hard to navigate these difficult times and turn them into opportunities.
And with the rise of "cancel culture," all it takes is one misstep for a reputation to be ruined - even if temporarily.
But the age-old saying, "all PR is good PR," rings true (well, sort of).
In plenty of cases, you can leverage the platform and spotlight the media gives you to turn your negative press into a moment of growth, redemption, and possibly sales.
In this article, we’ll show you how.
What is negative (dark) PR? A quick introduction
First, a quick definition:
Negative PR (also called "dark PR" or "black PR") is any form of PR that uses unethical tactics, manipulates the truth, or deliberately spreads negative information to damage an individual's or a brand's reputation.
Examples of dark PR tactics include smear campaigns, lies, and disinformation.
Negative press releases might also result from a company's or a person's actions or words. For example, when celebrities make controversial statements, it leads to press coverage that paints them in a bad light.
Numerous things cause dark PR — some self-inflicted and others out of your control:
- Misinformation, including lies, rumors, and fake news
- Controversial statements or actions by an individual or brand
- Unethical PR tactics used to smear a competitor
- Poor product quality or customer service
- Bad ethics from the brand or individual themselves (e.g., racism, sexism, mistreatment of employees, etc.)
- Questionable motives, business tactics, or investments
In any case, dark PR happens when someone deliberately spreads bad press or information about a person or brand.
Why would someone spread negative PR?
There are a few reasons someone might spread negative press, the most common one being to harm the reputation of a rival business, person, or even political figure. In competitive industries, it helps the perpetrators gain an edge over their competitors.
In 2011, Burson-Marsteller, one of the world’s largest PR firms, was caught running a covert smear campaign against Google, on behalf of Facebook. The firm tried to plant negative stories in major media outlets about Google’s alleged privacy violations.
Another motive is revenge. Negative PR can be deeply personal. A disgruntled former partner, employee, or client might spread false or misleading information simply to hurt someone’s reputation or pressure them into settling a financial dispute.
After her departure from Nasty Gal, founder Sophia Amoruso was hit with waves of critical coverage and tell-all stories from former employees.
You also have clickbait culture. Some websites and influencers rely on drama to drive traffic. Gossip blogs and even some fringe news outlets will twist headlines or fabricate controversy because outrage gets views, and views get ad dollars.
In 2020, Johnny Depp faced a barrage of negative press following allegations from Amber Heard. The tabloid coverage was so damaging that it led to a libel lawsuit.
Negative vs. positive PR, explained
The importance of PR is undisputed, but understanding the difference between negative and positive PR is essential.
There are two types of press: good press and bad press.
Good press (also called "positive PR") refers to media coverage that portrays you or your brand in a positive light. Examples include press releases and statements from the company or person, good customer reviews, awards, accolades, and user-generated content (UGC).
Bad press, as we mentioned earlier, is the opposite.
Not all bad press is dark PR. "Dark PR" refers explicitly to media coverage that is intentionally designed to harm the reputation of a person or brand.
In all types of press releases, it is also important to note that the information can be either true or untrue.
Common dark PR techniques
Now that we've gone over the basics, let's take a look at a few standard techniques used in negative public relations.
Fake news
If you live in the U.S., chances are you've heard the Donald Trump buzzword plenty of times. But fake news goes far beyond media outlets that may or may not be trying to smear him. It's something anyone can use to sabotage somebody with the help of false information.
Fake news is an intentional form of disinformation that is spread through either print or digital media. It takes the form of false stories and reports, intending to influence public opinion. It can range from completely fabricated stories to stories that have been taken out of context or manipulated in a misleading way.
On a smaller scale, it’s influencers and companies who fall victim to fake news. When it comes to global PR, people weaponize it in political campaigns and international conflicts.
Negative reviews
Negative reviews are another form of dark PR. They can be used to spread lies about a person or brand, often in the form of customer reviews on websites like Yelp and TripAdvisor.
These negative reviews can come from disgruntled customers, competitors, or even bots set up to spread fake information. In any case, they can have a damaging effect on a company's reputation and can be difficult to remove.
In extreme cases, businesses have even been known to hire people to write negative reviews about their competitors in an effort to steal away customers.
Disclosure of corporate “dirty secrets”
The disclosure of corporate dirty secrets is another dark PR tactic. It involves using insider information to reveal a company's ethical or legal shortcomings.
This tactic is often used by disgruntled employees or former investors who want revenge for having been wronged by the company. It may also be uncovered by journalists, bloggers, or activists who are looking to expose crimes and unethical practices.
7 steps to deal with negative press
Unfortunately, negative PR is a reality of doing business, and no amount of preparation can guarantee that criticism won’t arise. However, with the right strategy and enough determination, companies can turn it into an opportunity.
Here are our team's key strategies for handling it:
Stop the bleeding.
Before you can even begin to think about how to turn a PR crisis into an opportunity, stopping the flow of bad information is vital.
If you are dealing with fake news or negative reviews, take steps to remove them from the internet as soon as possible. And if there is any truth to the information, address it as soon as you get your comms team aligned on what can (and can’t) be said publicly.
There are a few ways we go about this at Influize, depending on the situation:
- Stop scheduled marketing content that might feel tone-deaf.
- Contact the media source and ask them to retract or clarify any false information.
- Reach out directly to customers who have posted negative reviews and address their concerns head-on.
- Use online reputation management tools and services to help clean up your online presence.
Example: In 2023, Bud Light faced intense backlash after partnering with trans influencer Dylan Mulvaney. As the controversy gained traction, their team quietly paused all social media activity and pulled planned ads while reassessing its next steps.
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To better understand the situation, you should also research the audience exposed to the negative press and which publications cover the issue. You might find that the reach is limited, and the damage can be contained. You might also find connections between the negative press and other publications, which can give you a better idea of whom to approach.
Most people hire a PR agency at this first stage instead of going it alone, because handling this level of media exposure requires a specific set of skills.
Be transparent and own your mistakes.
Today’s audiences are smart. They can smell corporate lies from a mile away.
The best move in a PR crisis? Own it. Assuming you've truly messed up, be honest about what went wrong, why it happened, and what you’re doing to fix it.
In 2020, Zoom became one of the most talked-about apps of the pandemic. But they faced tremendous backlash when privacy and security flaws in their platform were exposed, including “Zoombombing."
Instead of downplaying the issues, CEO Eric Yuan went on a public apology tour. He hosted a 2-hour live “ask me anything” webinar to address user concerns, detailed their 90-day security improvement plan, and brought in third-party experts to review and improve the platform.
If the narrative spreading about you is false, however, you should work to get the facts out as quickly as possible and refute any false claims.
Take responsibility and communicate.
When dealing with a PR crisis, you must take responsibility for your actions. Avoid passing the blame onto others or trying to downplay the situation. If your PR strategy involves glossing over the issue or trying to sweep it under the rug, you will come off as untrustworthy.
Instead, communicate openly and clearly with customers, the press, and stakeholders. Offer a sincere apology and explain your measures to rectify the situation.
In 2021, Fastly, a major content delivery network, experienced a massive outage that took down huge chunks of the internet, including sites like Reddit, Spotify, and The New York Times. Within minutes, the company issued a clear, concise status update.
They explained what caused the issue (a software bug triggered by a user config change), and provided ongoing live updates until it was resolved.
Other tech founders, like Sam Altman, use this approach as a user engagement strategy. GPT-4o was getting tons of bad press for being a sycophant, and he, like he always does, gave real-time updates on changes several times per day.
Develop strategies for moving forward.
Here, think about how you can use this experience to create a better product or service in the future and build a stronger relationship with your customers. This could include new policies and procedures, increased customer support resources, or improved customer feedback systems.
If there is any truth to the negative PR, find opportunities to grow from it. Collect customer feedback that you can use to improve your product or service.
If it was false, find ways to protect your company or personal brand from future attacks. Create a plan for how you will handle similar situations in the future, including strategies for monitoring and responding to bad press quickly and efficiently.
Implement a PR strategy that focuses on building your reputation back up. Incorporate positive stories and messages that emphasize what makes your business or personal brand unique.
| If the Negative PR Is True | If the Negative PR Is False |
|---|---|
| Acknowledge the facts publicly. | Release a factual, well-documented rebuttal. |
| Apologize sincerely and show accountability. | Ask for corrections or retractions from media outlets. |
| Outline specific steps you’re taking to fix the issue. | Share proof (screenshots, documents, expert validation, etc.). |
| Make structural or policy changes (and talk about them openly). | Consider legal options if reputational damage is severe. |
| Use follow-up PR to highlight progress and regain trust. | Launch a values-driven campaign to reinforce your credibility. |
| Let customers and employees be part of the recovery story. | Amplify third-party endorsements and testimonials. |
Take advantage of positive PR opportunities.
As we said from the beginning, negative press can often be the impetus for positive PR opportunities.
Whether creating a new product, launching an initiative, or hosting an event, you can use it to generate positive momentum and draw attention away from the harmful narrative.
Here are a few examples of positive PR opportunities that can come from negative press:
- Launching a CSR initiative
- Introducing new products or services that customers can benefit from
- Creating content that contradicts the situation highlighted in your dark PR
- Connecting with influencers within your industry to promote the positive message
- Launching PR campaigns that focus on your strengths
Example: After facing years of criticism for contributing to ocean plastic waste, Coca-Cola launched a major sustainability campaign in 2022 announcing plans to make at least 25% of its packaging reusable by 2030.
Moral of the story? Don't bury the issue. Reframe it.
Weaving positive campaigns out of negative press is one of the main things we focus on when clients hire us for crisis management. When you make the best out of a bad situation, the PR cost is more than worth the impact it has on your reputation.
Release new campaigns and control the narrative.
Once you develop an action plan to defeat bad PR and establish new strategies for the future, you can begin to rebuild your reputation through campaigns that focus on positive messaging.
Controlling the narrative means actively engaging in and guiding the conversation that is happening around your business, product, or service.
Our favorite strategies:
- Launching a customer advocacy program
- Using humor to poke fun at the situation and make light of it
- Creating content that focuses on the strengths of your business or brand
- Using social media to connect with customers and tell stories of how you are helping them
- Starting a blog series that highlights relevant topics within your industry
- Appearing on podcasts to share insights and stories from customers
- Releasing press releases that emphasize your successes
Don't have the PR tools to get your brand or content where it needs to be? Hiring press release distribution services and leveraging their network is how you reach more people.
Implement and follow proven crisis management tactics.
If you want to guarantee PR effectiveness, you need trained spokespeople, pre-approved workflows, and clear escalation protocols.
Stick to the fundamentals:
- Designate a single point of contact for all media inquiries
- Monitor social media sentiment in real time
- Keep everyone aligned with consistent messaging
- Update your crisis FAQ page if needed
- Circle back post-crisis with a debrief to improve your playbook
Chances are, you won't be able to create this on the spot. It'll take lots of time, stakeholders' input, and professionals' refining to create a plan that works. What's important is that you use your negative PR experience as a learning opportunity and implement strategies to ensure that the same situation won't happen again.
A tip from our PR experts: ALWAYS prep your internal audience BEFORE the public. One of the most common (and costly) mistakes we see companies make is when employees or partners find out about a crisis — or your response to it — from the news or Twitter.
That erodes trust from within. If you’re releasing a public statement, send it internally first with clear talking points and expectations for how team members should handle questions.
4 Times Companies Turned Bad PR Campaigns Into Positive Opportunities
Let's examine four real-life examples of companies that managed to turn their negative press into a positive outcome.
Coca-Cola: “Drink Water”
When football superstar Cristiano Ronaldo sat down for a 2021 press conference, an off-screen member placed two bottles of Coca-Cola next to him.
Ronaldo, seeing this as an opportunity to promote his health-focused lifestyle, took the bottles and placed them behind him, telling reporters that people should “drink water” instead of Coke.
This act quickly wiped billions off Coca-Cola's market value, sending the company's stock value into a tailspin.
Shortly after, however, Coca-Cola realized the hidden benefit of negative PR: it gets people talking about the brand.
Although Ronaldo's behavior was a stark reminder that soft drinks are tremendously unhealthy, it got Coca-Cola into the headlines, and many people began drinking the soda again.
KFC: “FCK”
When KFC ran out of chicken in 2018, they closed hundreds of UK stores, causing an uproar in the media.
So they apologized.
In a print ad, they wrote a genuine apology for what happened. On their ad, a branded bucket of fried chicken was pictured with nothing in it. The only difference was that where the bucket would normally read "KFC," it said "FCK."
This clever and humorous apology was a big hit with customers, who praised KFC for their honesty. The ad was particularly successful because it highlighted a light-hearted side of the company, which made people more receptive to the apology.
Taco Bell: "Show Them What You're Made Of"
In 2011, Taco Bell was embroiled in a lawsuit over the quality of their beef. The immediately refuted the claims with a print ad headlined "Thank You for Suing Us."
To fight back, they also released a series of ads that focused on transparency, showing customers where and how Taco Bell sources its ingredients.
The full-scale campaign proved their meat's legitimacy by listing all of the ingredients and providing detailed descriptions of the sourcing process.
In addition to putting customers at ease, this campaign also helped reinforce Taco Bell's commitment to quality, which improved its reputation and sales.
Tide – “For Laundry, Not Dinner”
The "Tide Pod Challenge" was a social media phenomenon in 2018, with people daring each other to eat laundry detergent capsules (and film it).
Of course, it resulted in hospitalizations for some participants, and the internet exploded with memes about Tide.
Rather than getting defensive, Tide embraced the challenge and created a video campaign to discourage people from eating their product: "For Laundry, Not Dinner."
The humorous yet informative campaign showed famous personalities partaking in mock cooking shows while making it clear that Tide Pods were not meant to be eaten.
The campaign was a massive success, allowing the company to create positive press and distance itself from the challenge.
Frequently Asked Questions
How can I remove negative PR from the internet?
Unfortunately, the internet doesn't forget. But with a good PR strategy, you can effectively minimize the impact of any bad press and create positive press to overshadow it.
First, acknowledge the mistake and apologize sincerely. Then, counterbalance that negative press by creating and promoting content that highlights your company's strengths. Finally, be proactive in monitoring what people say about your brand online so you can respond quickly.
Can negative publicity positively affect brands?
Yes. Negative publicity can be turned into an opportunity to show customers that your company is prepared to do whatever it takes to make things right. People often appreciate a company's transparency and willingness to take ownership of its mistakes. In some cases, brands can also use negative publicity to show their sense of humor and lighten up a difficult situation.