My last comment on this topic.
I totally disagree.
I ran a very large business in a very large city and it was one that had a terrible local reputation. No, we didn't pollute the rivers, but it did not have a great reputation. So yes, as the executive, I met with the tv stations and the newspapers, took key reporters to dinner, sent them press packets and yes - woo'd them.
It worked. Over time, the vitriol declined, the number of positive press mentions improved and ultimately, became good friends.
Lincoln once said, the best thing you can do with your enemy, is to make him your friend.