Matt Lauer knew that his image was in need of repair following Ann Curry's firing from Today and wants to hire a public relations firm to help him.

The morning show anchor urged executives of his show to hire PR that would stem the bad press, according to New York Post.

Curry left the show in June 2012 and was replaced by Natalie Morales. Despite her 15-year tenure at Today and one year as its co-anchor, many saw her as being pushed aside and her tearful goodbye on air went viral. Ten months later, the manner in which her exit was handled is still front page news and also addressed in a new book.

Lauer has taken the brunt of the criticism, with a hit to his reputation. His superiors at the Comcast-owned network reporteldy refused his request for a more formal remedy.

"Matt's wanted to bring in an outside p.r. agency," a source told the publication. "He lost faith and has wanted a crisis team in place. Since they haven't hired an outside agency, he's taking matters into his own hands."

Another source stated that the network was looking for an experienced hand to guide them through the bad press, but were unwilling to bring someone in. One source close to NBC supported the decision not to bring outside public relations. However, a spin doctor said that the top brass should have heeded their anchor's advice and since it may have helped Lauer appear more sympathetic.

"They've made some real mistakes, obvious ones, and they have no plan. As soon as you become the highest-paid anchor, you have a target on your tush," he said.

A representative for Today declined to comment on the report but a new book has shed new light on why Lauer felt the need to worry. Brian Brian Stelter recently released Top of The Morning and some of the allegations published include how Lauer conspired with NBC executives to facilitate Curry's leave in a plot called "Operation Bambi." In one instance, Curry's belongings were placed in a closet and she often spent a lot of time crying. She also confided to friends that her time as co-anchor felt like professional torture.

"A lot of time in the control room was spent making fun of Ann's outfit choices or just generally messing with her," one staffer said.

Today, a former ratings champ, has seen its viewers erode while negative headlines have persisted. Lauer has addressed his negative reputation in the past and at a dinner party he posted on April 10 he said the following:

"I'm a bit surprised to be asked to host this dinner. If you've been following the papers lately, you know it's been a bit rough for me. These days, I only get asked to host dinners if polio is busy. Yup, I have a lower Q rating than polio right now."