How to Handle Negative PR Effectively

By: Kevin Winfield, Managing Director of The Jargon Group

There’s an old saying that “all publicity is good publicity.” And, while some brands lean into this idea, deliberately courting controversy to spark attention, for most businesses and communications professionals, this approach is deeply flawed. Negative PR and negative publicity can be damaging, eroding trust, damaging reputation and even leaving long-lasting consequences both in search results and on social media.

In today’s hyperconnected digital world, where stories can spread rapidly, a single misstep or flippant quote can quickly escalate. That negative publicity can quickly spiral into a full-blown PR crisis if left unchecked. How a company responds often determines whether its brand emerges stronger or suffers lasting harm.

Understanding Negative PR and Negative Publicity

Before diving into solutions, it’s important to recognise what constitutes negative PR. It can take many forms, including:

• Poor customer service going viral.

• Controversial leadership statements.

• Misjudged advertising campaigns.

• Ethical scandals or operational failures.
  

Any of these situations can generate negative publicity, and the severity of the reputational impact depends on how quickly and effectively it's addressed and how authentically it's dealt with or perceived to have been dealt with.

Assess the Situation Before Responding

It's important to note that not all negative PR demands the same level of response. A small, isolated complaint can fade quickly, whereas a larger incident could dominate headlines and social feeds for weeks.

For minor issues, a simple clarification or corrective action may be enough to resolve the situation, but for major issues, you'll likely need a comprehensive crisis management plan to address issues and course-correct the narrative for your brand.

In either case, one of the most damaging mistakes businesses make is to ignore negative publicity in the hope that it fades away. Silence often fuels speculation and gives critics the opportunity to control the story, whereas responding quickly, with empathy and clarity, helps you take back narrative control.

Take Responsibility and Offer Solutions

When facing negative PR, accountability is key. Audiences today demand transparency, and attempts to downplay or deflect responsibility can often worsen negative publicity.

Knowing what to do when the worst happens is imperative to navigate your brand through choppy PR waters. Here are some things you should do quickly:

• Issue a sincere and timely apology.

• Provide clear explanations or context (without sounding defensive).

• Demonstrate willingness to change and improve.

  
  

Taking ownership not only diffuses tension but also signals a brand’s commitment to rebuilding trust. Done right, this can transform negative PR into a powerful opportunity to strengthen brand credibility.

Learn and Adapt After Negative Publicity

Although negative publicity can feel like a disaster, it rarely defines a brand forever; what separates resilient companies from those that falter is how they learn from the experience.

Successful brands use negative PR as a turning point to reevaluate company values and communication strategies, to refine messaging to better resonate with audiences and strengthen internal processes to prevent similar crises.

Rather than erasing mistakes, acknowledging them demonstrates authenticity, a key element of a strong brand, and also a quality that tends to resonate strongly with consumers.

Turning Negative PR Into a Positive Outcome

Every brand, no matter how carefully it controls its communications, will face negative publicity at some point. The difference between long-term damage and recovery lies in the speed and quality of the response.

Handled with honesty, empathy, and transparency, negative PR doesn’t have to be the end of a brand’s reputation. In fact, it can be the opposite. Negative publicity can spark growth, renewal and even engender stronger public trust.

If you’d like to learn more about dealing with bad press and turning that negativity into an opportunity, contact our award-winning team on hello@thejargongroup.com