California University Learns There Is No Memory Hole

UC Davis' decision to pay consultants $175,000 to sink negative online postings spotlights an industry functioning under the surface of traditional public relations. Those operating such businesses say the first page of search results has become the equivalent of the front page of a newspaper, or the lead story on a nightly news broadcast. The first few hits can decisively shape perceptions; people rarely venture to the second page.

"Google has become so instrumental in peoples' decision-making, where you pop up on Google is incredibly important," said Kassy Perry, who heads a strategic communications firm. "While it takes 20 years to build a reputation, five minutes can ruin it."

But Sam Singer, a public relations practitioner in San Francisco, said UC Davis was operating on an "unfortunate piece of advice ... that wasn't worth the money they spent."

"You are never going to be able to erase that from the Internet's memory bank," he said.

http://www.sacbee.com/news/politics-government/capitol-alert/article72156957.html