Is it possible to outsmart a search engine and hijack a company’s name?  Yes.  It has been done.  Consider this example. Activists faked-out Google and directed searches to a web page with an insult.  Google was apologetic, but there was little it could do except change its algorithm to block the page.  Gregg’s was good about the situation and Google responded in kind.  But, the episode raises a question for PR practitioners — how to protect web pages from re-direction.  The only way to know for sure whether one has been subverted is to check the web page daily and to respond quickly if something strange has happened.  For most practitioners, this is not a problem, because they are on the web page everyday.  For those who aren’t, it should become a habit.  

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