The Tribune

MESSY party photos, offensive tweets, pepper spraying student protesters ... sometimes, you just want a makeover when it comes to your online presence. And for a hefty price tag, you can.

The University of California, Davis, is under fire for contracting consultants for at least $175,000 to clean up its online reputation after a November 2011 incident in which campus police pepper-sprayed peaceful protesters.

‘Reputation scrubbing’ is supposed to help but can have the opposite effect. Of course, there’s no guarantee it will work as it’s extremely hard to delete anything permanently from the Internet.

Services such as Reputationdefender.com and Naymz.com offer to clean up your name, or, as the latter advertises, achieve your “professional and personal aspirations”. A company called ICMediaDirect advertises reputation control for $6,300, in which the service will try to “push down” your undesirable search results by populating Google with friendly links instead.

Instead of lawsuits, for example, the companies promise that search results will turn up your LinkedIn profile, business website or other sites that portray you in a more positive light.

Some things just don’t erase. Justine Sacco, the former IAC media relations representative, lost her job after an unfortunate tweet - one widely seen as racist, although Sacco said she was aiming for irony - set the Twitterverse alight. Three years later, the incident still turns up first when you search for her name on Google.

You also have to consider the possible backlash when and if your cleanup attempts see the light of day. That’s the pickle UC Davis is in now. Some California legislators have called for the resignation of university chancellor Linda Katehi, who approved the public relations campaign.

For companies and public figures like celebrities and politicians, putting a positive spin on the negative can be as simple - or as complicated - as getting a friendly story in the news. Being proactive is key.

Terry Corbell, a business performance consultant, recommends “shameless self-promotion” as a way to build a positive online reputation before disasters happen. Be active on Facebook, Twitter and LinkedIn. If you have a strong reputation to begin with, it’s easier to deal with the bad stuff if and when it happens. And if it does?

“If an organisation is at fault, they need to come clean,” he says. “First is admission of guilt.” Ms Katehi did apologise for the original pepper spraying but so far has not followed suit in the current controversy.

(Associated Press)