Here is what can happen when a firm has bad PR. It can go out of business. Cambridge Analytica acted shabbily by taking profiles of millions of Facebook users and developing specific pitches to sway their votes for Trump. It would have gotten away with it too except that it was caught. Clients abandoned the company and it was forced out of existence. There will be other Cambridge Analyticas because politics has few ethics. Winning is everything. Once an effective technique for persuasion has been developed, politicians will use it unless public perception is negative and bad PR catches up with them as it did with CA. Practitioners raised in the campaign mode are more likely to be spinmeisters. They will use tools of persuasion without a sense of right or wrong. As such, they give PR a bad name.