Using PR to reduce negative reputation impact
The best example is of a well-known Network Marketing company who picked up a bad name because many of their agents used wrongful techniques and customers at large got cheated. To fix their reputation, the company started publishing big page ads on the same newspaper that was damaging their reputation to tell the world the services provided by the company were of very high quality. This helped to safeguard the business against any further media bashing.
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Disclaimer: All stories are a work of fiction. The names and characters do not exist, except in the mind of the author built to suit the story. Any resemblance to any persons, living or dead, or any business, in existence or not, is purely coincidental.