-Damage to Public Image : A person or corporation suffers damage to its public image or brand when negative reports come out. Many people respect and trust actors, athletes, musicians and politicians; corporations spend millions of dollars cultivating brands that they want people to see as reliable and high-quality. When public figures or corporations receive bad publicity, public opinion of them can turn negative. Public figures and corporations find it difficult to restore their public image after it is damaged because they must regain the public's trust.