Why Did My Company Go Viral, Yet Our Public Image Remains Poor?

Why Did My Company Go Viral, Yet Our Public Image Remains Poor?

Your brand just went viral. Thousands of shares, millions of views — but somehow, your corporate reputation still feels shaky.
Customers may recognize your name but don’t trust your brand. So why does attention not always equal admiration?

The short answer: virality doesn’t automatically build credibility.
If your digital PR focuses only on exposure — not communication quality or stakeholder relationships — then your brand might be famous but not respected.

In this article, we’ll explore why this happens and how you can rebuild reputation using James E. Grunig’s Excellence Theory and his Four Models of Communication — timeless frameworks that still define what makes Public Relations truly excellent.

Theoretical Foundation: Grunig’s Excellence Theory

The Excellence Theory (Grunig & Grunig, 1992) is one of the most influential models in modern public relations. It explains how PR can contribute to both organizational success and social responsibility.

Key Principles (see KD Paine’s summary):

1. PR must play a strategic management role, not just execute tactics.

2. Excellent PR builds mutual understanding between organization and stakeholders.

3. Communication should be two-way and symmetrical, not one-way or manipulative.

According to the Excellence Theory, when PR acts as the conscience and connector between organization and society, reputation naturally improves — even without chasing viral moments.

🧩 The Four Models of Public Relations (Grunig & Hunt, 1984)

(Sources: Ohio State Pressbooks, Doctor Spin)

Why “Viral” ≠ “Good Reputation”

Let’s connect the dots. Viral campaigns often perform brilliantly in Press Agentry or Two-Way Asymmetrical models — but those models don’t guarantee trust.

1. Press Agentry Mindset — The Buzz Trap
   Companies chasing virality may exaggerate, dramatize, or simplify messages for clicks. This creates short-term attention but long-term skepticism. The public senses manipulation.

2. Public Information Model — The Monologue Problem
   Some brands rely on broadcasting facts — but don’t listen. Without feedback, even accurate information can appear cold or defensive.

3. Two-Way Asymmetrical Model — The Illusion of Engagement
   Campaigns using surveys or influencer engagement seem interactive but still prioritize company goals over audience needs. This erodes authenticity.

4. Two-Way Symmetrical Model — The Excellence Standard
   True reputation repair comes when brands listen, dialogue, and adapt. Symmetrical communication turns PR from manipulation to collaboration.

Turning “Viral + Bad Image” into “Viral + Trusted Brand”

At FMGroup, we believe that Digital PR should not only spread messages but build meaningful relationships.
Here’s how to shift from noise to trust using the Excellence Theory framework:

1. Audit Your Communication Model

Ask:

• Are we only broadcasting (one-way) or genuinely listening (two-way)?

• Do our campaigns serve both brand and audience values?
  A communication audit often reveals that “viral success” hides structural reputation gaps.

2. Reposition PR as Strategic Management

Following Grunig’s principle, PR must sit at the decision-making table.
That means integrating PR metrics like sentiment analysis, stakeholder trust, and relationship quality, not just impressionsor reach.

3. Adopt Two-Way Symmetrical Practices in Digital PR

Practical steps:

• Host live Q&A or community feedback sessions online.

• Respond transparently to criticism — and show how feedback leads to real change.

• Co-create content with stakeholders or customers (user-generated stories build authenticity).

• Publish “We Heard You” updates: proof of listening.

4. Balance Virality with Value

Virality should be the spark, not the strategy.
Leverage viral moments to reinforce brand values — follow up with human stories, ethical commitments, and behind-the-scenes honesty.

5. Measure Reputation, Not Just Reach

Implement metrics aligned with trust:

• Sentiment index (positive / negative mentions)

• Net Promoter Score

• Community retention rate
  When your KPIs focus on relationships, you begin to align with the Excellence Theory’s definition of success.

Case Example (Hypothetical)

Company X runs a viral TikTok campaign — funny, bold, and widely shared. But soon after, consumers complain about customer service quality and misleading messaging.
Despite high views, their brand sentiment drops.

Analysis:
They’re operating under Press Agentry / Asymmetrical Model. Their communication attracts attention but lacks feedback loops or corrective actions.

Solution:

• Acknowledge feedback publicly.

• Create a “Customer Response Week” campaign with live dialogues.

• Implement policy changes based on feedback and share results.
  → In doing so, they evolve toward the Two-Way Symmetrical model, restoring trust.

Digital PR in the Age of Transparency

In the digital era, virality lasts hours — reputation lasts years.
As Stephen Waddington notes in his critical review of Excellence Theory, social media has not replaced Grunig’s model — it has made it even more essential.

The brands that thrive are those that use digital platforms not just to speak louder, but to listen deeper.

Conclusion: From Viral to Valued

If your company has gone viral but still suffers from a negative image, the cause may not be your campaign — it’s your communication model.

Action Steps:

1. Move from one-way to two-way communication.

2. Listen before you speak.

3. Integrate PR as a strategic function.

4. Measure trust and dialogue, not just clicks.

By applying Grunig’s Excellence Theory, you can transform digital PR from mere exposure into a reputation-building engine that earns respect, not just views.

At FMGroup, our mission is clear:

Empowering Brands. Enabling Success.
Because in the digital age, real influence comes not from how viral you are — but how deeply you connect.