Editing Publicity (section)

== Negativity ==
[[File:Alain Robert ascend of Four Seasons Hotel Hong Kong - 49.jpg|thumb|right|[[Press photographer]]s in [[Hong Kong]].]]
Publicity can also create a negative effect for those being publicized. One of the most important factors in relation to influencing a consumer's buying decision is how a company, brand, or individual deals with negative publicity. Negative publicity may result in major loss of revenue or market shares within a business.<ref name=":4">{{cite journal | last1 = Ahluwalia | first1 = R. | last2 = Burnkrant | first2 = R. | last3 = Unnava | first3 = H. | year = 2000 | title = Consumer Response to Negative Publicity: The Moderating Role of Commitment | journal = Journal of Marketing Research | volume = 37 | issue = 2| pages = 203–214 | doi = 10.1509/jmkr.37.2.203.18734 | s2cid = 51806192 }}</ref> It can also play a part in damaging a consumer's perception of a brand or its products.<ref name=":4" /><ref name=":5">{{cite journal | last1 = Monga | first1 = A. | last2 = John | first2 = D. | year = 2008 | title = When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking | journal = Journal of Consumer Psychology | volume = 18 | issue = 4| pages = 320–332 | doi = 10.1016/j.jcps.2008.09.009 }}</ref> Negative publicity's high credibility and greater influence compared to other company-controlled communications play a part in the potential damage it may have on a corporate image. Crises involved with an organization may also result in negative publicity.<ref>{{cite journal | last1 = Dean | first1 = D | year = 2004 | title = Consumer Reaction to Negative Publicity: Effects of Corporate Reputation, Response, and Responsibility for a Crisis Event | journal = Journal of Business Communication | volume = 41 | issue = 2| pages = 192–211 | doi = 10.1177/0021943603261748 | s2cid = 167769939 }}</ref>

Furthermore, negative publicity affects everything from the evaluation of a brand and product to the present. Often, when awareness of a company, brand, or individual is high, negative publicity is deemed to hurt possible sales. In contrast, companies, brands, and individuals who are not widely known may use the negative publicity in order to increase brand awareness among the public.<ref name=":6">{{cite journal | last1 = Berger | first1 = J. | last2 = Sorensen | first2 = A. | last3 = Rasmussen | first3 = S. | year = 2010 | title = Positive Effects of Negative Publicity: When Negative Reviews Increase Sales | url = https://repository.upenn.edu/cgi/viewcontent.cgi?article=1241&context=marketing_papers| journal = Marketing Science | volume = 29 | issue = 5| pages = 815–827 | doi = 10.1287/mksc.1090.0557 }}</ref>

The extensive range of media outlets, including both traditional and new media, provide opportunities for companies to market their products or services. This restricts or reduces the ability to manage negative publicity, as their message may be spread across media outlets.<ref name=":5" /> In order for organizations to try salvage any negative publicity surrounding their brand, [[corporate social responsibility]] (CSR) is one solution which can help protect the image of a company or help reverse the damage. Companies must adopt the CSR approach early for it to be effective, or potential risks such as falsified intentions may develop within a consumer's perception.<ref>{{cite journal | last1 = Vanhamme | first1 = J. | last2 = Grobben | first2 = B. | year = 2008 | title = Too Good to be True!". The Effectiveness of CSR History in Countering Negative Publicity | url = http://eprints.lincoln.ac.uk/9266/1/TGTBT%20Vanhamme%20JBE17april2007.pdf| journal = J Bus Ethics | volume = 85 | issue = S2| pages = 273–283  | doi = 10.1007/s10551-008-9731-2 | s2cid = 55295063 }}</ref>

Despite the damaging effect negative publicity may cause, negative publicity may not always have the expected effect.<ref name=":6" /> There is a possibility that negative publicity may in fact gain more attention as opposed to positive publicity.<ref name=":4" /> Regardless of the nature of negative publicity and its ability to turn most people away, any slight hint of negative publicity can in fact build interest amongst the consumer. As stated by Monga & John, negative publicity is not always harmful, and consumers whom identify a brand with strong attitudes are highly unlikely to be affected by the negative publicity formed.<ref name=":5" />