ICMediaDirect has shaped an excellent track record in effective reputation control, having amended the brand image of Fortune 500 companies, celebrities, politicians, and athletes. The firm uses a rich strategy for decreasing the unwelcome impact of criticism. As the first step, decide if a comment is sincere. Some material spread online is created by competition. The best way forward for this situation is to request to have the review removed citing its unlikely legitimacy. Then, find out if a review is subjective. In this case, a company has a viable opportunity to share factual, positive information about them, while also fading the effect of the review. When a client has left genuine, yet negative reaction, then it is time to reply wholly and honestly. The agency endorses a dynamic method, combining an apology with a proactive solution to a client’s problem.