I have been reading this forum for a while and I believe that BTC is a great system. However, it requires a lot of trust and this trust is sometimes abused. This is big marketing no-no, because it causes negative association in client's mind. Also forum is full of reports and accusations of scaming. Sometimes acusations which in other ciqumstances would end up in court as defamation siuts.
The question I seek answer to is: how a community can prosper with so much negative publicity and additionaly self-made negative publicity?
When an average person walks into a store, she/he does not think: will they cheat me here? The expectation is that merchants will play fair. When you want to make a payment in BTC you start to read about system and you quickly end up reading this forum. Even outside this forum, the first thing you will learn is that mayor exchange was hacked, mayor web wallet was hacked, etc.
If you search for bank in Google than you get more info on how to use them efectively, not info which makes you run to the bank and withdraw all your funds.
So the second question is: how to generate positive publicity?
Two very good questions! I think to tackle your first question,
The community must come up with more positive news than negative news. In effect, flood the bad news with good news.
For the second question, there are so many ways to generate positive publicity, right now, Bitcoin is still such a young project that just advertising information about Bitcoin is positive, and probably the best move right now.