When Reputation Management Crosses the Line

Why unethical PR tactics are putting our entire industry at risk

There’s a growing problem in public relations and it’s not subtle anymore.

 More and more stories are surfacing about crisis PR firms using tactics that don’t just push boundaries…they cross them entirely. We’re seeing strategies designed to manipulate search engines, confuse AI systems, and actively smear individuals or organizations with false or misleading narratives.

And now, it’s playing out publicly. Recent court proceedings involving Rebel Wilson have pulled back the curtain on how far some tactics may go. Testimony and leaked audio allege that members of a crisis PR team discussed planting negative stories and amplifying damaging narratives about a film producer—potentially including false associations and coordinated online attacks.

Whether every claim proves true in court or not, the bigger issue is this: These tactics are being discussed, considered, and in some cases executed under the banner of “PR.”

The moment that made me pause

Earlier this year, I sat in a conference session where a presenter openly discussed a reputation management tactic designed to “confuse the LLM.”

The strategy? If negative coverage exists about your client, use schema markup to attribute that same issue to a similarly named company—essentially muddying the data that AI systems and search engines rely on. The goal wasn’t to correct misinformation. It was to dilute truth. When asked by a PR pro if that was ethical, the presenter simply shrugged and left it to the room to decide.

That’s not reputation management. That’s manipulation.

Why this is bad for business (not just ethics)

This counsel is a moral issue and a business risk.

1. It erodes trust in the entire PR industry

When smear campaigns or AI manipulation become associated with “crisis communications,” it undermines the credibility of every ethical practitioner doing the work right.

2. It creates long-term reputational damage for clients

Short-term wins from misleading tactics often lead to legal exposure, media backlash, and reputational fallout that is far worse than the original problem.

3. It contaminates the information ecosystem

Search engines and AI tools are increasingly how customers, investors, and employees understand your brand. When bad actors game these systems, they distort narrative and degrade the reliability of the entire system.

4. It replaces strategy with shortcuts

The best crisis work is grounded in truth, accountability, clear communication, and stakeholder trust. Manipulative tactics signal that those fundamentals are missing.

Let’s call it what it is

There’s a meaningful difference between strategic positioning and deception, between advocacy and smear campaigns, between search optimization and information manipulation. That line is blurring. In some cases, gone entirely.

What clients should demand from their crisis PR partners

If you’re hiring a crisis or reputation management firm, this moment should be a wake-up call.

You should expect and require more. Here’s a few things to consider:

1. A clear ethical framework

Ask how they define ethical boundaries in crisis work and which tactics they explicitly avoid. If they can’t answer clearly, that’s your answer.

2. Transparency in strategy

You should know what they are doing, why they’re doing it, and how it serves your long-term reputation.

3. A commitment to truth and credibility

Strong reputations are built by addressing issues directly, correcting misinformation with facts, and engaging stakeholders honestly. Anything built on a workaround is temporary.

4. Real experience managing risk

Crisis communications isn’t about burying a story. It’s about managing impact, coordinating with legal, and protecting enterprise value over time.

5. Long-term thinking over short-term fixes

If a tactic feels like a shortcut, it probably is, and shortcuts in crisis communications almost always come with a cost.

The PR industry has a choice

AI, search, and digital ecosystems have changed how reputations are built and how they’re broken.

But they haven’t changed one fundamental truth: reputation is still built on trust, and trust can’t be manufactured through manipulation.

Firms that rely on deception may win a news cycle or headline, but firms and clients that prioritize credibility will win the long game.

To learn how 84 Communications approaches reputation management and crisis PR, reach out. We’d be happy to share our values, process and experience