Is all publicity good publicity?

First of all, I must apologize for having two sports-related posts in a row. But this one speaks to an age-old adage about publicity, that "all publicity is good publicity."

Have a look at the CBC News video and then think for a moment about the impact of this situation on:

1. The main character.


2. His players.
   
3. The organization that employs him.
   
4. The broader sport.
   
5. The people who witnessed the event or see the video, in particular, those that aren't routine fans of the game.

Each may have a different take on Playfair's behaviour.

As an organization, how do you respond when one of yours conducts themselves in such a manner? It's important to analyse the situation carefully before jumping into a media frenzy. Questions you need to ask include:

1. Does this person's conduct conflict with your organization's core values? Nothing can override these values.
   
2. Looking at the list above, which of these are most important to your organization's current and future success?
   
3. Does this person's conduct conflict with your target audience's (or market's) core values? In other words, how will this "play" in your world?
   
4. Does this person's conduct conflict with broader society's core values in a manner that can impact your organization specifically?
   
5. Within the context of your sport/industry/community, is there something good that can come out of this? Examples of this might be increased exposure, increased market share, opportunities to get other key messages delivered or, sadly enough, a chance to "move someone along" that otherwise needed to be.

Then, it's decision time. If your analysis tells you that the conduct is indefensible, do you let him "fall on his sword" for what he's done? Or do you stand behind him? Do you intend to use this publicity as a platform in some way? My advice: get some advice from a professional (outside of your organization).

Is all publicity good publicity? Well, publicity is often thrust upon you; there isn't any choice on your part on whether or not you get it. It's important to separate the original cirumstance from the manner in which you handle it. Whether or not it is eventually deemed good publicity very much depends upon the choices you make once you have it.