You could plan a product launch for six months, run it through 12 different approval loops, keep it as a total secret, and still have it somehow get overshadowed by a single bad screenshot shared at 11 pm on a Friday. You’re up against some very old and powerful forces. That’s how the world works. Bad news is the virus. It infects everything it touches. To help mitigate the impact of bad news, get details of a Tech PR Agency Bristol at a site like https://headonpr.co.uk/tech-pr-agency-near-me/bristol
It’s the natural order of things. And if we’re ever going to compete with that, we need to start over and think differently. We need to start thinking about why bad news moves faster than good news. Research shows us that we’re all about sharing bad news, and we’re all about sharing it as soon as we can. Why? Because sharing bad news has social value. It shows that we’re alert, that we’re aware, that we’re on the ball. And it shows that we’re not afraid to rock the boat.
When we share bad news, we’re basically saying, “Hey, I’m a rebel. I’m a nonconformist. I’m a vigilante.” And that feels good. It feels right. We don’t feel the same way when we share good news. In fact, if we share good news, people tend to roll their eyes. Why? Because good news is boring. It doesn’t threaten our safety. It doesn’t make us feel special or unique. It just doesn’t have the same value as bad news.
Now you might be thinking that bad news travels faster than good news, but it’s not because of the social value of bad news. It’s because bad news is more interesting. And if we can make our good news more interesting, then it can travel faster, too. Well, actually, it’s not that simple. You see, bad news can travel faster than good news, even if we don’t try to make the good news more interesting. And here’s why: because good news always requires someone to sell it to people. Bad news doesn’t. We don’t need to sell bad news. It sells itself. In fact, we don’t even need to have a PR department to help bad news travel faster than good news.