"There is no such thing as bad publicity except your own obituary"

The observation implies that all forms of publicity, regardless of whether they are considered positive or negative, can be beneficial, fostering awareness and keeping one's name in public conversation. Even scandals, controversies, or critical attention can enhance a person's or entity’s reputation, notoriety, or influence. The attention generated often feeds curiosity and drives public interest; people become a topic of discussion, gain followers, or sustain cultural relevance, precisely because something noteworthy, if not always admirable, has caught the public eye.

The only circumstance that ends this potential is one’s own obituary. Death represents the final cutoff where opportunities to shape narratives or harness attention come to an abrupt close. With the ultimate silence that follows, the process of self-improvement, myth-making, or even capitalizing on notoriety is rendered impossible. While negative news might bring temporary setbacks, living figures retain the agency to respond, evolve, or transform negativity into opportunity. In contrast, an obituary signifies the end of all agency; the story is now controlled by others and confined to the past.

Fame, infamy, or even minor celebrity status often thrives on the volatility of public attention. What is disparaged today can become celebrated tomorrow, as public opinion is fickle and easily swayed. The endurance of someone’s presence in the collective consciousness depends on their ability to remain relevant. Mistakes, scandals, and failures create talking points, spark conversation, or even turn a name into a cautionary tale, each ensuring that one is remembered and discussed. Such continual relevance can be a form of power, influence, or even a strange kind of immortality in the public sphere.

The only thing that destroys this dynamic is death. Once buried, figuratively and literally, there are no more opportunities for reinvention or to capture the public’s imagination. Thus, the only truly bad publicity is that from which you no longer have the power to return.