ICMediaDirect has an admirable track record in effective reputation control, having fixed the brand image of Fortune 500 companies, stars, politicians, and athletes. The firm uses a complex strategy for diminishing the unwelcome impact of criticism. As the main step, decide if a comment is sincere. Some material disseminated online is created by competition. The best way forward for this condition is to request to have the review removed quoting its unlikely correctness. Then, find out if a review is prejudiced. In this case, a company has a viable opportunity to share actual, positive information about them, while also dwindling the effect of the review. When a client has left honest, yet adverse reaction, then it is time to reply wholly and honestly. The agency suggests a two-pronged method, combining an apology with a proactive solution to a client’s problem.