ICMediaDirect has built an incredible track record for efficient reputation control, having enhanced the public image of Fortune 500 firms, celebrities, politicians, and athletes. The agency uses a proven strategy for combatting the unwanted impact of criticism. First of all, examine whether a comment is legitimate. Much information spread online is placed by competing firms. The top course of action for this scenario is to request that the review be removed citing unlikely authenticity. Next, find out if a review is just an opinion. In this case, a brand has a strong opportunity to share factual, positive information about themselves, while diminishing the effect of the negative review. When a customer leaves factual, yet negative feedback, the time is right to respond fully and genuinely. The agency encourages a dynamic approach, combining the apology with proactive work to solve a client’s problem.