Communication has been drastically changed by the Internet. Now world events are commented on within minutes by thousands of users. So when Henry Thierry used the ‘hand of God’ to push them through to French team through to the 2010 WorldCup – millions of comments appeared on the web.
In terms of client reputation management this is the stuff of nightmares. SERPs on terms such as ‘French cheats‘, ‘French cheating‘ are far from flattering. Are nations the ultimate ORM clients?
After all, countries already hire PR firms to raise their profile abroad. The Russian government hired U.S.-based PR agency Ketchum in 2006 to spruce up its image in the West for the remainder of its G8 presidency. They indicate that they were also working on the Internet.
Russia is fairly thinly resourced on the communications side, so they need a whole range of support: advice on how the Western media operates, logistical support, technical support, drafting materials, web materials, and things like that.
There’s certainly a lot of work to do for the team handling French online reputation. Not only this latest event but looks like they have barely touched the ‘French cowards‘ SERPs.
Popularity: 6% [?]
Nick Wilsdon is the CTO of 
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