There's an old saying that many still take to heart: "There's no such thing as bad press."
This saying has been coming into play and been hotly debated quite regularly in recent months. Some would argue that at least people are talking about you and your company so you can remain relevant. That may be true -- for the next 15 minutes -- until some other shiny object gets your audience's attention. But then what do you do? Do you escalate the negative just to remain relevant?
This is a slippery slope and one that isn't sustainable, especially if you are running a business -- with employees, customers and investors watching.
Rather than take whatever press you think you can get, work with your communications team to develop strong messages and story angles that can help position the company in the light you desire. Decline to comment or participate in stories that you aren't comfortable with or work with your team to respond appropriately and provide the reporter with additional information that can help support your viewpoints.
Some negative stories may happen whether you like it or not. That's the beauty of journalism. But look for ways to change the narrative and tell your story on your time and in your own way.