We have written a lot in this space on the need for companies to “manage” their Google search engine profile, with the PR function taking the lead in that process. The importance of this role can be seen in this interesting blog post on the rise of “online-reputation- management” firms that claim to help businesses clean up their online messes – or create new ones.

Don’t like that blog or product review? Flood the site with good stuff.

Unhappy with your Wikipedia entry? Get your PR firm to anonymously submit edits.

Want to create some market buzz? Create a fake website.

The downside of all of this (besides ethics) is the opportunity to get blacklisted by Google or, in at least one document case run afoul of the FTC.

The Web can be a dangerous neighborhood – so watch your step!