WWE is a billion dollar multinational corporation. They know what constitutes "any press is good press" bad press and "you fucked" bad press. The former gets eyeballs on your product out of curiosity and you're not losing eyeballs. The latter turns people away and results in a firestorm of criticism from the outside world, the people not buying your product to begin with.
"Any press is good press"
#CancelWWENetwork
Hijack RAW
Twitter campaigns complaining about WWE
Internet, podcasts, etc. going berserk over who is pushed, isn't pushed, etc.
"You fucked"
Chris Benoit (or any employee doing heinous, horrible shit)
Owen Hart (paralysis or death while working for WWE)
Steroid scandals
Drugs, wellness, etc. problems among talent
CTE-type reports