Cleaning Up Bad Stories Can Be Just as Impactful as Promoting Good Ones

Our primary goal at Upstream Communications is to craft and amplify positive stories for our clients—those moments that highlight success, innovation, and impact. We believe in the power of strategic communication to shape perceptions and build lasting relationships. However, it isn’t always about championing good news. Sometimes it’s about cleaning up bad stories—and in many ways, this can be just as impactful as promoting the good ones.

The Power of Cleanup

When a negative story emerges, whether it’s a PR misstep, a crisis, or simply an unfavorable perception, the need for effective story management becomes paramount. While it may seem like all focus should be on the good, addressing, owning and fixing bad stories can significantly influence how your brand is perceived in the long term.

Why? Because how you handle adversity speaks volumes. The way you respond to a crisis, manage negative feedback, and rebuild trust can showcase resilience, authenticity, and leadership. If done correctly, crisis management can turn a bad story into an opportunity to showcase the character of your organization.

How Managing a Negative News Cycle Makes an Impact

1. Demonstrates Accountability and Transparency
   A well-handled crisis response can demonstrate that your organization is accountable and transparent. When companies are quick to address issues, apologize when necessary, and make amends, it builds trust with both the public and internal stakeholders. This transparency shows that the organization values integrity over avoiding discomfort, which can resonate far beyond the initial crisis.

2. Strengthens Relationships
   Addressing negative stories thoughtfully can actually strengthen relationships with your audience. When customers, partners, and employees see that you can navigate tough situations responsibly, it fosters loyalty. It’s not always about avoiding mistakes; it’s about how you recover from them and shows you’re committed to doing better.

3. Reframes the Narrative
   Every crisis offers an opportunity for narrative reframing. The key is to shift focus away from the negative and toward how the organization is learning, improving, and taking action. This is where your proactive messaging comes in—by highlighting the steps you're taking to resolve the issue, you can ultimately turn a damaging story into one about growth and resilience.

4. Builds Long-Term Credibility
   A well-managed response can even increase long-term credibility. By demonstrating that your company can weather tough situations and still come out with integrity intact, you position your organization as one that can be trusted to navigate through both good and bad times. This builds credibility not just for the current crisis, but for future challenges as well.

Crisis Management Can Equal Opportunity

There’s a time-worn phrase in the PR business that says “Never let a good crisis go to waste.” While it’s always ideal to focus on nothing but goodness, the reality is that managing negative narratives is an inevitable part of almost any organization’s lifecycle. But instead of viewing crisis management as a necessary evil, we tend to look at it as an opportunity to showcase the true strength and character of the brands we represent.

At Upstream Communications, we understand that cleaning up a bad story—through transparent communication, effective problem-solving, and an unwavering commitment to improvement—can have as lasting an impact as promoting the best stories. After all, how you handle the tough times speaks volumes about who you are and what you stand for.