Self-interest is more than immediate. There are times when one can win in the long run, even if losing now. That is the message that PR practitioners should be telling clients daily. It hurts when practitioners forget and play for short-term advantage. Society is filled with cynics who reward winners because they can cash in on them and forget losers.
Life is variable.
Companies rise and fall. There is no unblemished record of success for anyone or any organization. There are times when a story is bad. Tell it like it is. That builds one's credibility for when the story is better.