Is it true that all publicity is good publicity?

Before we answer that, I asked three Australian CEOs and MDs from the financial services and technology sectors what they thought of this phrase – here’s what they said:

• “While the phrase ‘all publicity is good publicity’ gets thrown around often, I don’t think it completely holds true, especially in industries like wealth management where trust is crucial. Publicity, if not well thought out or responsibly executed, has the potential to harm reputations and relationships that take years to build. Consistent messaging, transparency and the intent behind our communication are far more important than just being noticed for the sake of it.

• “Although this may ring true for some, I believe it’s very dependent on the industry you’re in. In the world of financial services where people entrust you with their financial security, this certainly isn’t a mantra I would subscribe to. Integrity as an organisation is key and negative publicity would be damaging to customer confidence.”

• “No, particularly if you consider the controversial matters that the media is most interested in.”

The quote is most often attributed to American circus promoter and politician PT Barnum, and considered a derivative of Oscar Wilde’s, “The only thing worse than being talked about is not being talked about.”

 Taken wholesale—assuming you’re not in the business of celebrity promotions—I think we can agree that it is not true. But to Wilde’s point, if the media and their audiences aren’t reading your views, might your business and its story be conspicuously absent among your peers?

What is the link between press coverage and company growth?

We recently profiled an executive in an Australian tier one daily, and, like most earned public relations outcomes featured in quality media, it was not self-serving, product-centric or packed with key messages. But it was interesting, and it showcased the calibre of innovation being undertaken in the client’s industry, and indeed the client’s business.

The piece garnered two follow-up opportunities from different reporters, one of which wrote for an industry trade publication that was not representative of the client’s core business. That publication did, however, represent an industry that the client’s MD felt could benefit from the skills and experience of their staff, and resulted in a board agenda item related to whether there was an opportunity to begin serving that industry.

The interview went ahead, and it has the potential to one day feature as a key moment in the company’s growth story.

How can CEOs think differently about publicity?

In my experience, most CEOs are much more sceptical of publicity than their communications and marketing execs. Rightly, they see the business world containing only two things: threats and opportunities, and the opportunity will only be pursued if it far outweighs the threat. But what if the subsequent opportunities aren’t known?

Alongside well-researched strategy and planning, growth can come from discovery exercises that aren’t always designed to get you to an intended destination. Every publication has a known target audience, but we don’t know exactly who will read the stories we place for our clients and what ideas they will spark – nobody does, which is part of the magic of public relations.

Others may see growth or partnership ideas present in your business before you do, and snagging interest from a reader who respects the reporter who chose to write about your business is a great way to leverage a publication’s endorsement and invite opportunity.

Frequently asked questions

What is the relationship between press coverage and company growth?

Press coverage can directly influence company growth by increasing visibility, building credibility, and attracting new customers or investors. When media outlets tell a company’s story effectively, it creates awareness and trust — two key drivers of long-term business expansion.

What kinds of press coverage are most valuable for CEOs and companies?

The most valuable press coverage is targeted, credible, and aligned with the company’s strategic goals. Thought leadership features, industry insights, and data-driven stories tend to create lasting impact. Sensational or misaligned coverage can generate attention but not sustainable growth.

How does media exposure lead to new business opportunities?

Media exposure amplifies a company’s reputation and positions its leaders as experts. This visibility attracts investors, partners, and clients who might not otherwise encounter the brand. Consistent and authentic coverage often opens doors to speaking engagements, collaborations, and inbound leads.

What risks should CEOs consider when pursuing publicity?

Pursuing publicity without a clear message or strategy can backfire. Overexposure, inconsistent narratives, or coverage that highlights controversy can damage credibility. CEOs should focus on controlled, transparent communication that supports brand values and business goals.

Scott Schuberg is the Managing Director of Cognito Australia