It snowed last night. I've got to shovel. The snow job is called reputation management. It doesn't, and it never has and never will. Reputation is conferred by the observer and not by actions of an individual or entity.
Some people love the look and feel of snow.
Some people detest it and move to Florida. Employees might love a company as a good place to work, and doctors detest it because it makes and markets cigarettes. A company might buy its way into the heart of politicians while secretly monopolizing food supplements. Where and how PR consultants started assuming that companies had one reputation is a mystery, but it's past time for this snow job to melt. Working in PR is an excuse for short-term thinking.