Reputation management is the process of tracking, maintaining, and defending a consistent message and positive image across all media. It applies to corporations and individuals, to billion-dollar brands and grassroots causes. Today’s reputation management integrates public relations, search engine optimization (SEO), content marketing, and social media management. It requires constant monitoring and participation in the dialogues that comprise modern media as the traditional roles of sender and receiver merge and evolve. Awareness of the ethical and global considerations surrounding the digital landscape is imperative. As digital presence has become the front lines of reputation management, systems use various predefined criteria for processing complex data to report behavior and activity surrounding a reputation, thereby automating the process of determining positive sentiment, influence, and trustworthiness. This course will present the history of managing reputations in the mass media era, from the dawn of the 20th century to present day. Through the study of proactive and reactive programs, students will learn how to apply reputation management principles in times of quiet and crisis, monitoring, positioning, and measuring a brand's presence online.