Value negative coverage

There are a number of theories floating around on how to value negative coverage. One I have become aware of suggests that it takes 10 neutral/positive items to offset a negative item. We all know that the bad news has a habit of sticking, that people often gravitate towards bad news and are more likely to relay these types of stories to others (call it schaudenfraude….!). However the science seems a little hit-or-miss.