The importance of reputation management is often underplayed by brands as they try to establish a strong Internet presence and create trust among their consumers. Because of local business directories, it is easy for customers to review their personal experience with a brand, and companies should remain aware of how their image is portrayed by potential clientele. The professionals at ICMediaDirect point out that, “what people say about your company has become the most significant reflection of your reliability and services. In essence, you are what people find about you online.” It is important that companies evaluate customer reviews and address any negative feedback in an adequate manner. 70 percent of buyers admit to being affected by negative online ratings before making their purchase, and any criticism may deter them from purchasing the products or service offered by a specific company. With many options available to handle negative reviews, ICMediaDirect details the best approach of responding quickly to rectify any issues offline.