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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We use public relations, content marketing, influencer marketing and more to improve reputations, relationships and results.

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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.


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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position