[by: Sierra Nalley]

Phineas T. Barnum, the 19th-century American showman and circus owner once greatly expressed, “There is no such thing as bad publicity.” The only thing worse than being talked about is not being talked about, right? The idea that publicity, good or bad, can do no harm is understandably open to discussion. Enter TikTok.

I think it’s a fair assessment to say that a majority of us are familiar with the popular short-video app. For those of us who might not be as familiar- it allows anyone who downloads the mobile app the ability to create short music, lip-sync, dance, comedy and talent videos anywhere between 3 to 15 seconds and short looping videos of 3 to 60 seconds.

In recent days, Donald Trump has threatened to ban TikTok unless the China-based app is owned by a US company. Worry over the possibility that the app is sharing information that could threaten national security, foreign policy, and the economy seem to be the biggest concern. Whether or not all of this is true- TikTok has taken these rather harmful claims about their company and created a dialogue with their customers in hopes of creating comfort about the app’s motives.

One of the most important things a business should do when handling negativity is to act quickly, yet thoughtfully. TikTok acted promptly and wrote a statement explaining their intentions for the app and how they are continuing to provide this platform for expression, entertainment, and connection for all who use it. Additionally, they provided examples of how they are continuing efforts to work with the US to find a solution that benefits the users, creators, partners, and employees of TikTok.

Although some people say the statements made by Trump have hurt the app’s reputation and have created uncertainty, we can’t help but notice from a business standpoint that people can’t stop talking about TikTok. Even those who haven’t heard of the app before can’t stop talking about it. Or better yet- downloading the app for themselves. The way we look at it, TikTok just earned themselves millions of dollars of free advertising. Seriously.

The takeaway here is knowing how to respond to negative comments can create a way to grow your business, start a conversation, and dismiss any ill accusations about your company.

Perspective is everything. Learning to find the good in any situation could be what makes your business successful.

Need some PR at your site or practice? We’ve got a team for that. Call us today at (866) YES-BLOOM (2566).

Resources:
https://www.phrases.org.uk/meanings/there-is-no-such-thing-as-bad-publicity.html
https://www.cnet.com/news/trump-effectively-bans-tiktok-wechat-with-executive-orders/
https://newsroom.tiktok.com/en-us/tiktok-responds

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