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Build publicity that protects, not just promotes

Build publicity that protects, not just promotes

Public opinion shifts fast—don’t let someone else define you

Gail Sideman
June 05, 2025

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You don’t have to do something that’s a matter of life or death to become a story.

Sometimes all it takes is a perfect storm. A trending headline, a slow news day, one clipped quote spun out of context …Boom. Now you’ve got a battle to fight.

This happens in sports, politics and business. The media wants a storyline. Outlets need you to click, read and listen.

“Unexpected villain” plays well, especially if you’ve been seen as too confident or favored for too long (a lot of those are trash takes, but people click). Those kinds of matches spark flames like dry brush in July.

How does this happen?

Non-stories can become stories in lots of ways. Maybe AI mimics your voice and someone shares unsavory messages with it. Or someone with your name—not a fake name, your name and theirs—pushes their messages into the world, leading people to wonder if something they said was you. (Something similar happened to a PR client here this week.)

Publicity can protect as well as promote you.

Like we’ve said in past posts, sometimes people don’t respond to media queries so others speak for them (see Rory McIlroy who ditched the media for three weeks after a U.S. Open controversy: “…the lack of comment from McIlroy only led to greater speculation in the modern information vacuum,” wrote The Athletic’s Brody Miller).

Unless you’ve paved the way with months or years of public goodwill—a solid public relations practice—you may not be able to control how a story starts.

You can be ready for what happens next:

· Practice your values so they can’t be perceived as anything except what you say/do.

· Stick to language that matches your message and intent.

· Practice and understand the difference between defending and deflecting.

· For the love of whatever you believe in, don’t wing your response.

Reputation isn’t built in a void. It’s built in interviews, comments and clips. And yes, even unexplained silence.

So if a story paints you into a corner, don’t panic. Get smart—even strategic. And get people talking with not just about you.

More PR 👇🏼

New in NIL Edge, a chat with former MLB and college baseball star Ben McDonald. We talk about what makes NIL a good thing and how businesses are missing audience-growing opportunities with college athletes.

🍁 The fall publicity season is now 🍁

It’s time to look ahead. Absorb every summer minute (we’ve waited long enough for it, after all), but if you want to publicize something in the fall, now is the time to start. Contact me for details. — gail

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