Notoriety is a funny thing, and when it comes, you’d better be prepared to roll with the flow. Get your people ready. When the public turns its eyes to you, anything can happen. Andy Warhol famously said that in the future everyone will be famous for 15 minutes, but these days fame does not arrive and depart with such tidal efficiency. It sloshes and roils like choppy surf. One day, you’re on top of the news cycle; 24 hours later, no one remembers your name, as you sink beneath the waves. (See, Scaramucci, Priebus, Hicks, Tillerson, McMaster, Spicer, et. al.)
When you’re a corporation, like, say, United Airlines, notoriety can eat your lunch.