Reputation management has a reputation problem. At a recent cocktail party, I was asked, “What do you do?” My response: “I own a reputation management firm.” This was immediately followed by, “So you create new content to hide the bad stuff?” The perception is reputation management is a practice of omission and spin. The industry and service is due for a makeover. The Internet is immortal. Google is more than a search engine, it’s a searchable time machine. Social media petit