Part of reputation management is about 'reinvention'; in other words, presenting the 'best side' of clients; 'accentuating the positive' or 'making the mediocre marvellous'.
In many cases - especially when someone wants to confront negative publicity head on - it may be tempting to stray into what is essentially advertising or marketing language. This is where the ethics get murky.
Any good reputation manager will resist a client's pleas to package them like the next big thing. Too many adjectives describing how wonderful a person is can look like puff, ring hollow and will inevitably be difficult to live up to.
LinkedIn is the place for presenting your professional profile to the world. It's a source of great industry contacts, leads and potential job opportunities. Along with Facebook and Twitter, it's become an essential source of information for anyone to gauge a person's standing and credibility and make a judgement on whether they can do business with or employ them.
The value of the business networking site makes it tempting for people to 'pimp their profile'. For example, if someone worked as an assistant product manager at a family-owned business in Birmingham, England and happened to take a couple of orders from America, can they legitimately claim to have 'led business development initiatives into global territories'?
I have no idea how many people in their current roles have lied, but there have been well-publicized examples of individuals being caught out for being somewhat 'creative' with their academic and career history.
It might be considered 'harmless tweaking' for some, but imagine for a second if people lie about their qualifications to become a doctor, pilot or engineer. In these cases, people's lives are in danger.
So, before you put finger to keyboard to ramp up your resume, check out the infographic below from accounting and finance recruitment firm Robert Half...
You might get away with telling a tall tale.
But what if you don't?
Thoughts on customer service, communication and, of course, reputation management.