“…Previous studies confirm that firms can obtain more favorable media reports by increasing advertising spending (Reuter & Zitzewitz, 2006; Rinallo & Basuroy, 2009; Gurun & Butler, 2012), hiring investor relation firms (Solomon, 2012), and publicizing corporate social responsibility (CSR) activities (Cahan et al., 2015). This strategic media management is more prominent during the firms’ critical events, such as IPOs, M&As, and instances of wrongdoing (Ahern & Sosyura, 2014; Bajo & Raimondo, 2017; Bhattacharya et al., 2009; Wu & Tian, 2021; Zavyalova et al., 2012). Following the same argument, we predict that PC s may help firms to manage their media reputation.…”