How to Bounce Back After Negative News Coverage

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Combating negative news coverage successfully must focus on positivity and that work begins long before bad news strikes.

Bad news happens and sometimes there’s nothing you can do to prevent it. Many companies face this uncomfortable truth, but the true test of an organization’s resolve (and longevity) is what they do after the dust settles and the crisis communications team has salvaged what they can of the company’s reputation. This is when you begin to rebuild, and the best way to bounce back after negative news coverage is with a public relations strategy focused on positivity.

Positive Public Relations Strategy to Combat Negative News Coverage

Humans are funny creatures. We yearn for positive reinforcement but thrive on negative news. We complain that newsrooms focus on the negative, but our mouse clicks and choices we make while scrolling through social media reveal that in truth, that’s the news we want. Negative news coverage tends to get more attention and that’s a serious problem when the focus of that negative news happens to be your company. The best way to combat negative news, however, is with a positive public relations strategy.

Communication theorists who study how people react to positive and negative comments will tell you that it could take up to ten positive comments to make up for a single negative comment. Now let’s apply that to your public relations strategy. If you get hit with one negative news story, yes, it could take up to ten positive news stories to get your company back to where it began. In reality, the math isn’t quite that simple, but you get the point. If you want to change the association someone has with your brand after hearing a negative news story, then you need to do your best to ensure they hear a lot of good. That goes double for your employees and key stakeholders who could easily become brand advocates for your recovery.

Don’t sit around waiting for good news to present itself, though. A positive public relations strategy means going out and looking for those good stories. It means highlighting all the good you are doing, have done or will do and make sure people hear about it. As we noted, one good story won’t wipe the slate clean for one negative news story when it comes to your reputation, but if you’re consistent, public relations can help repair the damage to your brand reputation over time.

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How Do I Get Something Removed from Google Search?

When negative news coverage goes big, it has a tendency to hang around in Google search results for a while… kind of like a festering wound. Sooner or later someone will ask the question, “how do I get something removed from Google search?” They’ll ask the IT department, unit managers and even their friends. In the end, though, it will come back to public relations. Sadly, the answer is rarely straightforward. 

Yes, there are technical SEO strategies you can employ to push an unwanted news story further down in the search results, but it’s still there and prone to pop back up when you least expect it. Google’s algorithm is based heavily on math and behavior. The more people that click and share that article and the more time they spend reading it tells Google that even more people will find that article to be relevant valuable content. It is therefore in Google’s best interest to serve the most valuable content to its users at the top of those search results. And let’s be honest, nothing gets more clicks than a juicy bit of negative news.

So how do you get something removed from Google search… for good? You need to fill those results with even more interesting, engaging and positive content. This is where your team has to put in the work. There’s no magic button to make that negative news coverage go away, but you can, over time, prove that it is less important and less valued by those engaging with your brand.

Incorporating Positivity Into Your Ongoing Public Relations Strategy

Positive stories about your company shouldn’t just serve as a Band-Aid to try and repair negative news coverage. Instead, positivity should be central to your public relations strategy. Instead of repairing damage, you should focus on building good faith and strong relationships with your audiences all of the time. In addition to helping build an incredible brand, this strategy also has another added benefit. Think of it as a vaccine. If you can build up enough highly engaging and positive news coverage over time before negative news hits (and it will at some point), the negative is less likely to stick around. 

That applies to your Google search results too. A bit of negative news coverage could still sneak up to page one for a day or a week, but if your body of positive coverage outweighs it as far as clicks, engagement and page authority, it’s less likely to stay there. In that way, the best way to bounce back from negative news coverage is to start long before that bad news strikes. And if you value collaborative, creative, forward-thinking communications and could use an outside perspective in crafting your company’s public relations strategy, the Ghidotti team is here to help.

McDonald’s

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.