Negative coverage in media? Don’t wait until it becomes a boardroom agenda
Reputation is everything in business. A strong public image builds trust with clients, partners, investors – and sometimes even regulators. But what happens when someone Googles your name or company? If they find little to no positive coverage, that’s bad news – to put it mildly. So, what’s the next step?
Removing Negative Content
Yes, it’s possible – and as a PR agency, we can help with this. But from experience, I recommend doing this only as a last resort – when there’s nothing positive online about you, and negative mentions are actively hindering business growth, contract signings, or partnership opportunities.
Can this become a waste of money?
Absolutely – here’s why. If you’ve become the target of deliberate information attack, nothing stops opponents from spreading “scary stories” about you into the media space again. And then the chase to remove negative content then turns into a never-ending cycle.
This can also be outright blackmail
First, there are garbage sites (sorry, can’t call them anything else) for which spreading negative disinformation is their direct specialty. Placing a story there costs 15-20 times less than removing it. I won’t comment on such a way of making money – perhaps law enforcement agencies will comment on it someday. Second, there are media killers on Telegram like that well-known channel that keeps getting deleted. In my opinion, it’s better not to engage with them. Sure, you might be able to negotiate and “make a deal” about yourself, but once they realize your capacity to pay, these “media players”can turn their attention to your partners or even family – another vicious cycle.
But there’s a solution — add positive content
This is the most effective strategy, and I’ve implemented it many times. How does it work? Before attempting to remove negative content, fill the information space with materials about your business in a positive or neutral tone. This boosts both reputation and visibility. The more of these content opportunities you create, the better. Then, even if opponents try to spread negative stories again, those mentions simply get drowned out by the wealth of good news. This approach also works well when you need to overcome an information crisis.
Create positive content
Work systematically on your media reputation, and assess risks realistically – don’t let them escalate into a full-blown media crisis, and you’ll be in a much stronger position. If you need guidance, I’m always happy to offer a consultation.
