What does there's no such thing as bad press mean?

The phrase "there's no such thing as bad press" suggests that any publicity, even if negative, can ultimately benefit an individual or organization by increasing visibility and awareness. It implies that attention, regardless of its nature, can lead to greater recognition and potential opportunities. This mindset often encourages people to embrace controversy or criticism as a means to generate interest. However, the effectiveness of this approach can vary based on context and public perception.