Transcripts for KPIX CBS Evening News With Norah ODonnell 20

reporter:... strictly speaking, job well done. i think it's pretty out there, pretty intense, like meth, i'm guessing. reporter: but if you look a little closer at the kind of awareness the "meth, i'm on it" campaign is generating, maybe they want to redefine "success," because a lot of people don't hear this: i'm on it. i'm on it. i'm on it, too. reporter: ...as a call to arms, but rather as a sad adnfession. i'm on meth. reporter: which has led to trending twittersphere ridicule like, "just imagine the lines that were rejected." or, "is there an actual plan behind this?" the arrow didn't hit the bull's eye. the arrow went flying over the wbr-id "wbr11200" top. reporter: mike paul runs "reputation doctor" a crisis p.r. firm in new york. he disputes the old adage that all publicity is good publicity. ub if you're trending on twitter not with excellence of awareness of educating those who are in crisis, you're trending on twitter because you missed the mark and you're a laughing stock? time to eat some humble pie.

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