Introduction

My interest in the field of online reputation management was triggered by an event in 2013. While I was on vacation, my brother Chris, an attorney, called and asked if I would be interested in assisting one of his firm’s corporate clients, which was facing a public relations crisis. After Chris gave me a brief rundown, I agreed to discuss the issue with one of his law partners.

The next day, as my family and I began our ascent into the North Carolina mountains, I spoke with my brother’s colleague and learned that the client was under attack by what can best be described as a rogue blogger. Through a series of sensationalized posts, the blogger was attempting to discredit an entire industry. A few of his posts about other companies ...

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