Seattle Taxpayer Money Used To Bolster The Online Reputation Of Utility CEO

from the how'd-that-work-out? dept

We've written previously about this online reputation management thing and how often it backfires. For some reason, there are people out there who somehow think that you can effectively hide your past from the internet instead of understanding both how futile a thing that is to attempt and how horribly it can backfire on you. Celebrities, athletes, and criminals all have been forced to learn this lesson the hard way. But, hey, at least they didn't use taxpayer money in their attempts.

The same can't be said for the city of Seattle, which one paper discovered has been footing the bill for two years worth of internet reputation management of a utility company's CEO.

A newly-published document shows that Seattle’s publicly-owned electrical utility paid thousands of dollars to Brand.com to manage the online reputation of CEO Jorge Carrasco. The document, which was received and published Saturday by the Seattle Times after a public records request, shows that Brand.com charged City Light $5,000 in December 2013.
The report adds that the company actually extended that contract into 2014 and has paid out a total of $17,500, which really sucks considering the utility company is owned by the municipality. Any way you slice it, that sure sounds like thousands of dollars of taxpayer money went to bury some less-than-flattering links about Jorge Carrasco with trumped up positive search results. The most infuriating part of this is that nobody really seems to be able to find anything about Carrasco worth hiding.
It’s not clear what negative stories City Light executives were trying to squash—or whether the utility got any lasting results for its money. Google search results for City Light last week were dominated by news and criticism of Carrasco’s proposed raise. Among the negative headlines from previous years that ranked high in search results was a Seattle Weekly article from 2008 that called Carrasco’s tenure at City Light “polarizing” and described the utility as “beleaguered.”
I mean, people bitching about you getting a raise might not be the most welcome thing ever, but battling that criticism about you getting more money by spending taxpayer money to drown out that criticism may not be the best of plans. Hello Streisand Effect. On top of that silliness, some other folks are getting caught up in the fallout.
"Among the mentions generated for City Light by the deal were blog posts on websites including Huffington Post, which did not disclose they were connected to a paid marketing campaign for the utility," the Times added. The relevant article on the Huffington Post has since been removed. Neither City Light nor Dana Robinson Slote, a city spokeswoman, immediately responded to Ars’ request for comment. Ars did however put in a public records request for these documents.
Yeah, while rules dealing with what must be disclosed and when can tread into silly territory, this is kind of a huge no-no. If larger blogging sources like The Huffington Post are suddenly allowing unacknowledged paid articles to be posted to their site, readers are going to quickly lose trust. If THP received no payment for this article, which is very hard to believe, they will still find readers questioning what else on the site has been bought and paid for.

So way to go, City Light. Once again, attempts to "manage" online reputations results in everyone being worse off. Enjoy that Streisand Effect.

Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team

Filed Under: jorge carrasco, reputation management, seattle, taxpayer funds
Companies: brand.com


Reader Comments

Subscribe: RSS

View by: Thread


  1. icon
    John Fenderson (profile), 24 Jun 2014 @ 11:55am

    Guilt by association

    All I know is that when I hear that someone has hired a "reputation management" company, I take that as a strong indication that they have some pretty nasty dirt that they're trying to cover up. I don't actually need to see the dirt to know this is so -- why else would anyone hire one of these companies?

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Follow Techdirt
Special Affiliate Offer

Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat

Warning: include(/home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_promo_discord_chat.inc): failed to open stream: No such file or directory in /home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_module_promo.inc on line 8

Warning: include(): Failed opening '/home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_promo_discord_chat.inc' for inclusion (include_path='.:/usr/share/pear:/home/beta6/deploy/itasca_20201215-3691-c395:/home/beta6/deploy/itasca_20201215-3691-c395/..') in /home/beta6/deploy/itasca_20201215-3691-c395/includes/right_column/rc_module_promo.inc on line 8
Recent Stories
.

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.