I recently came across an interesting article that supports the phrase that “any publicity is good publicity”. Despite the large amount of studies that believed to have concluded the fact that bad publicity indeed diminishes sales, a new study published in the Harvard Business Review suggests that for the right product in the right industry, bad publicity can increase sales.

The breakthrough came when the three analysts searched the sales trends of 250 fictional novels published between 2001 and 2003, and compared sales before and after the review of a critic was publicized. While good reviews related to known authors, there was no surprise that sales saw an increase. Neither was it a surprise that poor reviews for known authors caused a decline in sales for the given novel. The true wonder came when unknown authors who were given negative reviews saw a 45% increase in sales.

Overall, what can be taken from this study as well as more relevant examples is that for products whose branding has not reached public recognition (or even acknowledgement), the awareness that is brought towards the product completely overshadows the negative effect of the review. Another key point brought upon by the study that supports the claim is that as product recognition lasts, the critique will eventually subside, and will soon be a long lost memory.

Upon first sight, I was quite baffled by the article. By trying to think of personal examples that would relate to the claim, I didn’t quite understand how it could work out. But after reading through, it brought a few real life examples to mind that I was very intrigued by. The main one relating to an NFL prospect, Manti T’eo, who was accused of making up a story about a fake deceased girlfriend, leading to an awe inspired game performance leading up to the NFL draft. Whether the story was planned or he was the victim of a sick hoax, the truth is that I didn’t know about the player until the story broke out. Now, he is thought by many to be a possible first round draft pick to enter the NFL the following season. I guess negative publicity can pan out for the better.

http://business.financialpost.com/2012/12/12/bad-publicity-can-generate-net-benefit-for-lesser-known-brands-products/?__lsa=38cd-c82d