Project Summary: The goal of a company's public relations is to maintain a positive image with the public, including consumers, government officials and their shareholders (Solomon, Marshall and Stuart, 2018). Their role is to take negative press and present it in the most positive way to help lessen the damaging consequences (Solomon, Marshall and Stuart, 2018). Negative publicity can damage corporate image and the media has a tendency to report bad news rather than positive news so companies are more likely to receive bad press over positive press (Dean, 2004).