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No way bad publicity can be good. Bad publicity is very detrimental and can cause heavy losses or even closures.
There is no such publicity called, bad and good, every publicity is good.
Bad publicity might get you awareness which might benefit your business in the short term but it does not help build imagery/ equity which only good publicity can help garner and ensure long term success and sustainabaility.
bad is bad and good is good. simple.. it is the impression of the message that counts and mostly audiance will take it as it reaches them. A very small propotion will care to validate the autenticity of it.
I am also of the opinion that only good publicity will benefit you in teh longer run. Bad publicity might gain you a few eye balls but it will affect your bottomline numbers unless you manage to run a good PR to convert it to have a positive effect.
