Love them or hate them, the Kardashian-Jenner clan has mastered the art of staying relevant. One thing they understand better than anyone else in Hollywood is that bad PR can still be good. They’ve turned controversies into cash, scandals into TV episodes, and media frenzy into business opportunities. With a family that thrives on the public’s obsession, the Kardashians have repeatedly shown that they know how to keep people talking no matter the headlines.

Here are five times the Kardashians proved they understand that bad PR is just another form of publicity:

1. Kim Kardashian’s 72-Day Marriage (2011) When Kim married NBA player Kris Humphries, the world tuned in for their fairy-tale wedding. But just 72 days later, Kim filed for divorce, causing a massive media storm. Rather than hiding, Kim and the family addressed the scandal on their reality show Keeping Up with the Kardashians (KUWTK), turning the controversy into a high-rated episode. While the marriage may have ended quickly, the attention lasted for years, with Kim maintaining her role as a pop culture icon.
2. Kendall Jenner’s Pepsi Ad Controversy (2017) Kendall’s infamous Pepsi commercial, which many found insensitive for trivializing protests, sparked massive backlash. Despite pulling the ad and issuing an apology, the Kardashian-Jenner family didn’t shy away from addressing the situation on KUWTK. Kendall used the controversy as a learning experience, and though the PR was negative, her brand remained intact. The ad became a talking point for weeks, keeping her name at the top of media outlets.
3. Khloé Kardashian’s Photoshop Fail (2020) Khloé found herself in hot water after fans accused her of heavy Photoshop use on her Instagram posts. Instead of letting it die down, she leaned into the conversation. She poked fun at herself on social media and used the buzz to promote her Good American brand. What could’ve been a simple mistake turned into more attention for her growing business.
4. Kylie Jenner’s “Rise and Shine” Meme (2019) When Kylie sang “Rise and Shine” to her daughter Stormi during a YouTube tour of her office, she had no idea it would become a viral sensation. The moment, though completely innocent, was ridiculed and memed across the internet. Kylie, instead of ignoring the attention, embraced it by trademarking the phrase and launching a line of “Rise and Shine” merchandise, proving that even something unexpected can turn into PR gold.
5. Kim Kardashian’s Met Gala Look (2021) Kim’s all-black, face-covered ensemble at the 2021 Met Gala was met with both criticism and praise. Some people joked that she looked like a shadow or a dementor, but Kim was in on the joke, sharing memes on her social media and letting the buzz carry on. The look went viral, sparking debates about art, fashion, and PR stunts. In the end, Kim understood that the goal was to keep people talking, and she succeeded in doing just that. The Kardashians have built an empire on understanding the power of publicity. Whether it’s an accidental scandal or an intentional PR move, they know how to turn any situation to their advantage. While other celebrities might crumble under bad press, the Kardashians thrive, proving time and again that in the world of entertainment, there’s no such thing as bad PR only more opportunities to be in the spotlight.

“The bigger the scandal, the more relevant they seem to become.”