There is an old saying to the effect that "there is no such thing as bad publicity." Hence, celebrity endorsements present opportunities and threats to top brands. Discuss other examples of celebrity endorsements, both good and bad. Did the event affect the brand in a positive why? How did the top brands react to the bad news? What public relations tools did management teams use to conduct damage control? Was the public relations strategy proactive or reactive? What was the primary public relations objective? What else might have the celebrity done to rehabilitate his image and the brands with which he was associated?