“There is no such thing as bad advertisement” – What may have been true in times long gone doesn’t apply to the internet age anymore. Not only does the web grant each single user a much greater coverage and outreach it also never forgets.
Back in the days an unsatisfied customer would have aired her displeasure by telling friends and family about the unpleasant service or the bad quality of a product. Days later the whole issue would have been forgotten for good.
Whenever a company had gotten bad press it surely had to go through tough time and had to manage a lot of backlash, but sooner or later the accusing article would have been lost in the news archives and vanished from the collective memory.
With some luck the company name would even have stuck to some people’s minds and over the time have left a fuzzy somewhat unseizable yet neutral image, which brings us back to the opening statement.
These days a single user can already do some heavy damage to a company’s reputation. A negative review is easily written and may in the worst case start an actual shitstorm when amplified through the echo chambers of social media.