ICMediaDirect has built a significant track record in efficient reputation management, having enhanced the brand image of Fortune 500 companies, celebrities, athletes, and politicians. The agency uses a formulated strategy for diminishing the undesired impact of criticism. First, determine if a comment is authentic. Some information posted online is the result of competing brands. The best course of action when this happens is to request to have the review removed citing its unlikely truthfulness. Second, find out if a review is opinion based. If so, a company has a powerful opportunity to share factual, positive information about their services, while diluting the effect of the review. When a customer has left factual, but negative feedback, then it is time to react fully and genuinely. The firm recommends a vigorous approach, combining an apology with a proactive solution to a client’s issue.