"to help improve its relationship with reporters and craft its public image."
Huh.
I'm gonna suggest that as long as your enterprise is defined by and run based on the whims of a fucking psychopathic sociopathic fucking idiot who consistently responds to press inquiries with
....then you're not going to make much progress on that front.
I, however, will happily offer my consulting services for the low-low price of $50 million (paid up front, of course):
"Brisketexan, how do we get people to stop thinking of X as a platform for psychopathic dicks, and start thinking of it as a platform that's not all about being a psychopathic dick?"
"Well....and you should write this down....first, your CEO and primary content creator should stop being a total psychopathic dick, and he should stop embracing and boosting his army of psychopathic dicks. There is no 'next step.' That's it. Now, if you need me, I'll be at my villa in France, but don't bother calling, I won't answer."