Now, in no way am I suggesting that you go out and do something bad or unethical that will put your company in jeopardy just to get some media coverage. But, if you do happen to get some media coverage it would be in your best interest to try and flip it if it is bad, or enhance your brand's reputation even more if it is good.
The mark of a good business is one that can seize opportunity the moment it appears and use what they already have to build off of that. Your business might have been struggling initially to take off and there are no resources left to advertise or promote, but by some chance you got the opportunity to host an event that puts your business into the public eye. Now you have consistent business and you got some free publicity as a result.
While your business will most definitely take a hit if it gains a negative reputation, this can in some ways work in your favor. If your company was once a reliable and trustworthy business that hit a few rough patches, the question is, can you recover? You now you will have all eyes on you watching your every move. The decisions you make can and will answer those questions. Depending on the severity of your dilemma, you will have several options available to help you.
Because we live in such a tech savvy world, I believe it would be in your best interest to improve your online reputation first. That is where the majority of the doubt and skepticism will come from. By fixing that first, you are not only changing the opinion of your company, but you show are listening to the public and taking what they are saying to heart. The company that once fell is now showing resiliency. You can bank on profits going up and attracting more business due to you taking the bad press you were getting and making it positive.
A business that can take advantage of any opportunity is built to last and is going to separate itself from its competitors. While you don't want to have bad press all the time, you should have team on hand ready to take care of it. Or, you can hire a firm like Centel Media™ that will improve your online reputation and ensure it stays on the positive side.
Taking advantage of an opportunity when it looks like there isn't one will provide a strong foundation that will keep your business at the top for many years.