Jim Calloway’s first rule of reputation management is to avoid self-inflicted wounds, and it’s a good one. Jim’s insincts are good, because later on in the article he shares this little gem.

So to me, the key to online reputation management is to put lots of positive information about you online and to tell your story. Just overwhelm any critics.

This is essentially what reputation management companies do. They create, and distribute widely, positive information about their clients.
http://jimcalloway.typepad.com/lawpracticetips/2009/08/online-reputation-management-first-rule-is-to-avoid-selfinflicted-wounds.html