The University of California Davis has invested a lot of money trying to fix its online reputation in the fallout of the notorious pepper spray incident in 2011. The incident involved campus police using pepper spray against students, and the public relations fallout was immense.

UC Davis wants to fix its reputation and is paying out $175,000 to reputation firms to correct things.

Some might be very curious as to why UC Davis would spend so much money to address a controversy from 2011. Wouldn’t people have forgotten about it by now?

In a speech at a major marketing convention, Darius Fisher stated that problems no longer go away or become forgotten due to Google. Google indexes news reports and that is where they remain until something is done to shake up the search engine rankings. Fisher speaks the truth here because Google is not going to alter its rankings until something is done to replace the current results.

Darius Fisher is probably the most well-known name in the world of reputation management. Currently, he runs Status Labs from his position as president of the firm. Fisher draws on a lot of personal and professional experience in public relations, digital marketing, and crisis management to run Status Labs in the best possible manner. He has surely been successful as Status Labs has grown incredibly during his leadership tenure.

More and more people in the private and public sector are coming to the understanding reputation management is a necessary component of modern internet marketing.

UC Davis’ hiring of a reputation management firm reveals the higher education world knows the value of maintaining a pristine reputation. Educational institutions are not the only entities embracing reputation management. Political ones are as well.

Politicians and people running for office realize they have to proactively fix their online reputation. Even absent a reputation crisis, politicians and political workers should make sure search engine results reflect positive – totally positive – material. Again, reputation management can be proactive and not always reactive. In truth, being proactive is usually a better strategy since actions may deflect damage if a crisis arises. Follow Darius on Twitter for more news and information.

One Comment

  • SamiHope

    One vital things that most marketers don’t know about reputation management is that Google indexes news reports and that is where they remain until something is done to shake up the search engine rankings.

    For example, if site like essayontimes essay service publishes a news report of an essay competition, it will stay indexed for a very long time until another very relevant one outranks it.

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