Learning Objectives Chapter 18

8.) Describe how marketers manage bad publicity.

Marketers should not be defensive or panicky, but should tell the truth and present the necessary facts. The company should act in the most socially responsible way possible, then take the opportunity to let the media and the public know what positive changes have been made. Evaluate ethical issues surrounding publicity. Telling the truth is critical to positive publicity. Misleading publicity and transparent attempts to get the attention of the media are key ethical issues in publicity. To maintain credibility, the publicity message should be truthful and have some substance.