The bad publicity myth
Why there is no such thing as bad publicity...
2/9/20262 min read
The bad publicity myth
If you haven't been living under a rock, you’ve heard the noise this week.
"Cancel Culture" hit the health sphere hard after Dr. Peter Attia’s name appeared in the Epstein files. I am not here to discuss his guilt or innocence. I am here to discuss his Crisis Management. Or rather, the lack of it. While the internet was burning with questions, his account posted a pre-scheduled, "business as usual" clip. He said nothing. He didn't cancel the post. He just... hid.
And that is a fatal mistake.
Years ago, I was on set with the host of Kassensturz—Switzerland’s legendary investigative consumer show. For 50 years, they’ve made a living exposing corporate greed and shady deals. The host told me something I never forgot. They always invite the accused CEO to the studio to explain themselves. Most decline.
He said: "That is their biggest mistake."
Why? Because the story is coming out whether you show up or not. By declining, they rob themselves of the only asset they have left: Their Humanity. When you show up, you are a human being who might have made a mistake. You can share your side. You can apologize. You can look the audience in the eye.
When you hide you leave the audience staring at an empty chair. You transition from a person into a faceless villain. The "Trend" in modern PR is to ignore the haters, turn off comments, and keep posting content like a robot.... you can do that sometimes on a small scale...
But at this magnitude: Silence breeds suspicion.
Peter Attia’s silence didn't make the problem go away; it made his followers feel ignored. Contrast that with a German Bodybuilding Coach I watched handle a similar storm recently. He handled it with grace. He was open about what was going on, corrected the misinformation, and stayed human. Even though he was vastly misportrayed, he didn't counter-attack... he vowed to do better.
Your "Crisis" Strategy (Save This!)
You probably won't end up in international court files. But you might face mini-crises: A stinging Google review, a fired client, or a billing error. When that happens, do not hide.
Stop the Automation: Do not let a "Happy Monday!" post go out when your community is upset. Read the room.
Show Your Face: Hiding behind a sterile press release feels safe, but it also feels cold. (Reach out personally, use the reply function asap...)
Correct, but Take the High Road: You don't have to be perfect. You just have to be present. Correct false information with facts, but do not appear defensive or bash the critic.
If you can, take the conversation offline. Bad publicity is not the end of the world, if you handle it professionally. If you mess up, stand up. And just maybe, there is a chance to turn these moments into opportunities for your brand, like when I got a free lunch, but I'll tell you that story next time.
