Perfect curveballs

In controlling and protecting their reputations, the internet and social media have made online information critical in determining how individuals and companies are perceived. The old phrase ‘bad news travels fast’ resonates in the modern age. Simultaneously, as the law tries to keep pace with technology through developments in defamation, privacy and data protection, reputation management has become embedded in corporate strategy.

‘Reputation management is now all about your digital footprint,’ says Tim Maltin, chief executive of Maltin PR. ‘Gone are the days when articles were fish-and-chip paper the next day – now your online reputation can live forever. But there are new tools available such as the Right to be Forgotten.’