I’m at DFW airport last week, looking for my mother-in-law, and the phone rings. This gentleman has read Reputation Advisor and is hoping to get some help or advice with his scenario.

I can’t spell it out or it could disclose his identity. Needless to say, he and a sizable group of people had been wronged by an online company. That company has a software package that is supposed to perform a specific and highly advanced function. This company has apparently lied and restructured itself to the point of avoiding lawsuit or federal inquiry. And now, as it seeks to go public, those who were wronged want to expose this company.

Essentially, I was approached to assist in research and exposing the truth about this company. He was asking me if I would help to tarnish this company’s reputation online. As much as I sympathize with his plight, my job is to help resolve, not create, reputation crises.

He may have a completely legitimate plight. I know people are screwed over every day. But how would I approach future clients and expect them to trust me to stick to my NDA if I have a history of “outing” company secrets? Exactly. My reputation is even more valuable to me than yours.

So I had to wish him the best and offer no assistance, hoping that justice wins out and that the truth is made known. But in the end, my current role is not one of reputation hijacking, and I had to decline.

There is room out there for another role; a mix of investigative reporter and black hat seo. This person would essentially be a reputation terrorist, and would not be providing an obvious ethical contribution to society. But those who say the end justifies the means would likely beg to differ. And vigilante justice would be served. But I’m not recommending that anyone take up this cause… naturally.

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