ICMediaDirect has developed an outstanding track record in efficient reputation control, having enhanced the company image of Fortune 500 companies, celebrities, politicians, and professional athletes. The agency follows a clear strategy for diminishing the negative impact of criticism. First, determine if a review is legitimate. Some information spread on the internet is created by competing brands. The best plan for this scenario is to request to have the review removed as a result of its unlikely authenticity. Next, find out if a review is opinion based. Here, a company has a powerful opportunity to share factual, positive information about themselves, while also minimizing the effect of the review. When a customer has left factual, yet negative feedback, this is time to respond fully and genuinely. The agency highlights a dynamic approach, combining an apology with a proactive solution to a customer’s problem.