The company was awarded two more contracts last year - one for $8,000 a month, up to a limit of $96,000, and another for $22,500 a month, for a maximum of $67,500. IDMLOCO said it would be able to achieve a “reasonable balance of positive natural search results” and identify “key messages and themes” the company could use to counter negative results. ![]() In June 2014, the university awarded the PR firm IDMLOCO a contract for $82,500 to design a “comprehensive search engine results management strategy.” The documents outlining the contracts were released to the Sacramento Bee in response to requests filed under the California Public Records Act. Nevins & Associates also suggested UC Davis adopt Google platforms to “expedite the eradication of references to the pepper spray incident in search results.” One means of doing this, the company said, is by diluting negative viral content with a surge of positive stories on different topics. The company agreed to launch an aggressive and comprehensive online campaign to eliminate negative search results through modifications to “existing and future content” and by creating more original content as needed. In addition to public outrage, the episode also spawned a raft of Internet memes that featured the “casually pepper spray everything cop.”Īs part of its contract, Nevins & Associates said it would work to remedy the “venomous rhetoric about UC Davis and the chancellor” through “strategic placement of online content.” ![]() At the time, the Occupy Wall Street movement had spilled onto college campuses, combining with student anger over rising tuition and cuts to higher education to spur protests and sit-ins. The videos showed an officer spraying seated students directly in their faces at close range during an Occupy rally.
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