http://www.sacbee.com/news/local/article71659992.html
UC Davis contracted with consultants for at least $175,000 to
scrub the Internet of negative online postings following the November
2011 pepper-spraying of students and to improve the reputations of both
the university and Chancellor Linda P.B. Katehi, newly released
documents show.
The payments were made as the university was trying to boost its
image online and were among several contracts issued following the
pepper-spray incident.
Some payments were made in hopes of improving the results computer
users obtained when searching for information about the university or
Katehi, results that one consultant labeled “venomous rhetoric about UC
Davis and the chancellor.”
…
The objectives Nevins outlined for the contract included “eradication
of references to the pepper spray incident in search results on Google
for the university and the Chancellor.”
That objective was to be achieved by advising UC Davis officials on
the use of Google platforms as part of “an aggressive and comprehensive
online campaign to eliminate the negative search results for UC Davis
and the Chancellor.”
Online reputation management is a growing field in which
companies offer to improve Google and other search engine results by
churning out positive news stories, press releases and announcements to
minimize previous negative results.
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