Bad Press™
Named in 15 to 29 percent of answers, and cautioned against more often than recommended.
What it tells a buyer or a marketer
Bad Press is the bottom middle of the Star Chart™: a company named at the edge of the engines' answers, and cautioned against more often than recommended.
For a buyer, it is a company the engines bring up now and then, more often with a caution than a recommendation.
For a marketer, Reputation comes before Presence here, because being named more often would put the caution in front of more buyers.
Where it sits on the Star Chart
Bad Press sits in the column named at the edge (Presence 15 to 30) and the row cautioned more often (Reputation under 50). It shares its row with AI Infamous™ and Off the Guest List™, which differ from it in how often the engines name a company, and its column with Rising Star™, which differs in what the engines say when they do.
How it appears on the AI Authority Index™
Bad Press is one of the six cells of the Star Chart. Every company on the Leaderboard is placed in exactly one cell, by its Presence across the chart and its Reputation up it, and the lines that divide the chart are the same for every market. Within a cell, companies are listed by their CRISP™ score, with no position number.
A company's cell describes what the engines said in one edition's sample. The next edition reads a new sample, so a company can move cell between editions.
What moves a company in or out of it
A company moves from Bad Press to Rising Star as recommendations come to outweigh cautions. The engines repeat what credible sources publish, so the change starts in the record they read.
Related terms
Bad Press is read from Presence and Reputation, the two CRISP factors that place every company on the Leaderboard in one of the Star Chart's six cells. The cells next to it on the chart are the positions a company most often moves to between editions.
See also
Questions
What does Bad Press mean on the Star Chart?
Named in 15 to 29 percent of answers, and cautioned against more often than recommended.
How does a company move out of Bad Press?
Its Reputation has to cross the line up the chart, which happens as the sources the engines read come to say more in its favour.
Which companies have Bad Press?
Each market's edition of the AI Authority Index shows the companies in every cell of its Star Chart.