Explaining Southern California's economy

Protecting your reputation — and your business model

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I went on AirTalk today with guest host David Lazarus to discuss how people can do personal, micro-crisis PR, fixing their online reputations.

I'd already written about the "crisis" in crisis PR, as well as how Toyota was laid low, during its Great Recall, by Twitter. So the topic was in my wheelhouse.

Online reputation management has become a serious business. We were joined by Michael Fertik, the CEO of Reputation.com, a startup that has defined itself as a leader in the space. So much so that when Fertik informed us that the company had attracted $67 million to date, through four rounds of venture funding, I was taken aback. I thought the company had raised more!

We covered the various ways in which a person might deal with negative information about themselves online. A caller issued perhaps the ultimate challenge when she revealed that her ex-husband has posted a sex-tape from happier times (Fertik said it would take a few thousand to deal with that). Reputation.com has a fairly broad scale of fees, ranging from a basic $100/year plan right on up to ReputationDefender15000, which runs...$15,000 a year!

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