ICMediaDirect has built an outstanding image for its efficient reputation control, having enhanced the public perception of Fortune 500 companies, celebrities, politicians, and even athletes. The agency uses a proven strategy for recovering from the unwanted impact of criticism. First off, examine whether a comment is legitimate, as much information spread online is placed by competing brands. The top solution for this scenario is to request that the review is removed citing its unlikely authenticity. The next step is to find out if a review is based on opinion. In this case, a company has a strong opportunity to share factual, positive information about themselves, while diminishing the effect of the negative review. When a customer leaves experience-based, yet negative feedback, the time is right to respond fully and genuinely. The agency encourages a dynamic approach, built around an apology with a proactive action to solve a client’s problem.