We were intrigued by an article in today’s Washington Post highlighting the ways in which individuals are increasingly turning to PR firms to manage their online reputations in light of ever more hostile cyber attacks. In our search engine driven culture, it is easy for those looking for negative information to find it. The moral of the story seems to be that when the going gets tough, the bloggers get tougher. The most forward thinking PR firms ensure that search engine queries provide the most complete and accurate portrayal of their clients by developing web campaigns and products that mitigate cyber attacks. It is imperative that practitioners are able to effectively utilize cyberspace to both advocate a client’s message and defend a client’s reputation.