The actor Jake Gyllenhall knows all too well that bad publicity may not be the best publicity when your name is trending because you broke up with a girlfriend more than ten years ago. Having this ex-girlfriend record a song about the breakup and then upload a 10-minute video to YouTube is the sort of negative publicity that will never disappear. Especially if the video has over 17 million views. The Irish poet and playwright Oscar Wilde once said, "The only thing worse than being talked about is not being talked about."In this episode, determining whether this statement is true and which factors determine when negative publicity is too much for a brand to handle.  Mentioned in the episode:Taylor Swift - All Too Well: The Short Film - YouTube Episode 94: How to Apologize During a PR Crisis: Why Ellen DeGeneres Kept Quiet (And Why You Shouldn't)Episode 101: How to Admit Your Mistakes: The Ellen DeGeneres Apology Instagram Live with Jody Fischer discussing Netflix and Dave ChapelleIndestructible: Reclaim Control and Respond with Confidence in a Media CrisisPLUS, one Indestructible PR tip that keeps your reputation solid during the crisis. Listen + Subscribe Stitcher or Apple Podcasts© Molly McPherson 2021