Imagine you are responsible for the livelihood of thousands of people and you know damned well standing against Trump will bring direct retribution on those people.
Capitulation is never the right response when dealing with fascists because fascists will never be satisfied to let it end with one demand. We have now reached the point where Trump is demanding coverage meet his specific standards. If it doesn't meet those standards he says it's not free speech anymore. Do you think companies should get Trump's prior approval for articles and comedians get his prior approval for jokes to avoid the retribution you mention? Should non-media company executives get prior approval for public statements?
The long term fallout from being silent, or backing down and becoming the propaganda arm of Trump's already fascist regime will far worse than any possible retribution these companies face in the short term. If every company stated the truth about Trump's effect on their business not one of them would have to worry about retribution.