So, Head, in sticking with newly-fallen tennis star, Maria Sharapova, might be playing it smart. It could be short-sighted for brands to pull the plug on advertising and sponsorship when negative publicity happens.
There is a school of thought in public relations that any publicity, if managed smart, can be a good thing. Of course, there are limits to this. Subway had to throw Jared Fogle under the bus when his sex crimes against children were revealed. And what those limits are change with the times. Today, Ingrid Bergman's divorce wouldn't have hampered her career in show business.
It remains to be seen if the Hulk Hogan lawsuit against media tabloid Gawker drives advertisers away or brings in more. So much is coming out in testimony about how the values of the Gawker leadership is mean-spirited and perhaps even illegal.