Those are exceptions, not the rule. PR's importance is very variable. Nike, as a luxury brand, has to care what people think about it. People seeing it as a 'good' brand is the core of their business. This is simply not true for 99% of companies. Most companies on the planet could get all the bad PR in the world, and even if, by some miracle, you remembered their name, you wouldn't even know when you buying their products.
Even when you only consider public brands, doing bad things, more often than not, is just ignored, especially if they aren't a luxury brand trying to sell based on perception (Nestle).
