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April 14th, 2016 
Awake Goy
UC Davis Spent At Least $175,000 on PR Related to Pepper-Spraying of Students
April 14th, 2016
Via: Sacramento Bee:
UC Davis contracted with consultants for at least $175,000 to scrub the Internet of negative online postings following the November 2011 pepper-spraying of students and to improve the reputations of both the university and Chancellor Linda P.B. Katehi, newly released documents show.
The payments were made as the university was trying to boost its image online and were among several contracts issued following the pepper-spray incident.
Some payments were made in hopes of improving the results computer users obtained when searching for information about the university or Katehi, results that one consultant labeled “venomous rhetoric about UC Davis and the chancellor.�
…
The objectives Nevins outlined for the contract included “eradication of references to the pepper spray incident in search results on Google for the university and the Chancellor.�
That objective was to be achieved by advising UC Davis officials on the use of Google platforms as part of “an aggressive and comprehensive online campaign to eliminate the negative search results for UC Davis and the Chancellor.�
Online reputation management is a growing field in which companies offer to improve Google and other search engine results by churning out positive news stories, press releases and announcements to minimize previous negative results.
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