Gestion de la qualit
If you Googled yourself and something negative came up in a top spot, would you know how to fight back?
One man, with a very popular name, decided to help others protect their good names, reports CBS News Science and Technology Correspondent Daniel Sieberg.
Chris Martin is the lead singer of Coldplay and the leading man of actress Gwyneth Paltrow.
But there's also the much lesser-known Chris Martin who hails from Baton Rouge, La.
And it turns out that sharing your name with a superstar can be a good thing in the digital age.
"Chris Martin is a great Google name," Martin observed. "If you go to Google and type in Chris Martin, you'll see tons and tons of pages about the lead singer of Coldplay. ... If someone were to post something negative about me, it would be difficult for that negative stuff to climb to top 10 of Google."
Two years ago, the Internet guru started ReputationHawk.com.
Clients seek out Martin when something untrue or insulting is posted about them on the Web. By tweaking search engine results and building a positive public relations campaign about the client, Martin tries to help rebuild their image. He calls it "Internet reputation management."
An anonymous posting reported by another reputation-protecting firm, KentCampbell.com, shows the damage negative online postings can do: "We lost a $5 million deal due to a single negative online reputation post placed falsely by a competitor."
"We produce new content that's positive and factual, and then we help move that into top 10 in Google, Yahoo, MSN, and all the other major search engines," explained Martin, by massaging things to make the negative material show up much lower among search results and reputation protect hence, making the negatives much less likely to be seen.
Among Martin's clients are celebrities, big companies, sports figures, politicians and regular folks, such as teachers.
Job seekers and college applicants are affected, Sieberg notes. Seventy-seven percent of recruiters use search engines to research potential employees, and 54 percent of admissions officers use search engines to check on candidates.
Not surprisingly, the Chris Martin who started ReputationHawk doesn't come up when that name is Googled.
Then again, most people don't have a famous musician to overshadow them online.
Hiring Martin isn't cheap. He says it costs anywhere from $500 to $2,500 per month for his services.
Copyright 2008 CBS. All rights reserved.
From Beyonc flash mobs to bunnies running amok in a hotel, the following are some of the best ways professional PR services get us all talking about their brands.
10. The Ibis bunnies
Ibis Hotels let 40 cuddly bunnies have the run of one of their rooms, where they promptly curled up together on the bed and drifted off to sleep. Heavy on the cute factor, it also got us associating the words fluffy and soft with a good nights sleep in an Ibis hotel.
9. The Virgin Atlantic bench
Virgin Atlantic took over a bench in Manhattan and treated any passerby who happened to sit on it to the full Virgin Atlantic experience including champagne, fine dining, movies and video games.
8. Trident gum Single Ladies
When Trident gum ran a competition giving away tickets to a Beyonc gig, they promoted it with a flash mob of leotard-clad, high heel-wearing girls - all doing the Single Ladies dance slap-bang in the middle of Piccadilly Circus. The stunt got over 8 million views on YouTube.
7. Blair Witch Project documentary
By creating hype that suggested it was a real footage documentary, the makers of the Blair Witch Project turned a movie that cost US$22,000 to make into a blockbuster that scooped almost $250 million at the box office.
6. LAN Airlines free tickets to restaurant diners
When reputation protect LAN Airlines wanted to promote their new South American routes, they chose all the diners in a New York restaurant to be the lucky recipients of tickets to any of their destinations in South America.
5. Ugly virus on Beautiful People website
A dating website aimed at attractive people claimed it had been hacked by a Shrek virus, permitting 30,000 ugly people to join. However, it was nothing more than a very clever PR stunt, generating extra publicity for the site.
4. Virgin Cola: Branson drives tank down Fifth Avenue
To promote the launch of his Virgin Cola brand, Richard Branson drove an army tank down New Yorks Fifth Avenue to symbolise the declaration of war on rivals Coke and Pepsi.
3. Red Bull Felix Baumgartner jumps from space
Who else, but the company whose product gives you wings, could have sponsored a skydivers leap from the edge of space? The jump broke the record for the worlds highest-ever freefall and was a stroke of PR genius by Red Bull.
2. Virgin Atlantic BA cant get it up
Here they are again, the PR masters whove already featured twice. When the London Eye, famously sponsored by British Airways, encountered technical difficulties that prevented it from going up, Virgin Atlantic were quick to get a giant blimp to hover over it with the message, British Airways cant get it up.
1. The best job in the world
A competition to win the best job in the world proved to be the ultimate PR stunt. Run by the Queensland tourism authorities, the competition dominated social media and online discussion boards and ultimately generated millions of pounds in publicity value.
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