Over the past week or so, a number of news articles have appeared detailing how one university handled an online reputation issue. Rather than get into the specifics of that case, I want to address the general question – what is the right way to manage an online reputation management challenge.

I am the CEO of Five Blocks, a boutique digital reputation management company. Individuals, brands, organizations, and companies retain our services to handle online reputation crises. More than half of the clients engage us because they don’t like something they see when they or their brand is searched, typically in Google or Bing.

Our message to them is that their best bet is to utilize Google and other search engines to tell their own story, or that of their brand. This means optimizing their own website/s to appear prominently and to tell their story. It also means utilizing social media and business profiles to present what their organization stands for. Many of our clients need to publish more content or produce more video than they have previously. Our job is to provide the expertise to help them do it.

Yes, I know you want to get rid of an outdated negative news story – but the right way to do that is it provide searchers with rich, relevant, timely content that legitimately deserves to displace that news.

In some cases our clients will need to address specific negative news and in so doing, start putting it behind them. In other cases they may choose not to address the crisis directly within their online presence.

Our experience has shown that a long-term strategy should be about telling a story rather than hiding a story. You have far more resources available to use when you are telling a story than the opposite. You will also find yourself and your organization spending efforts on ensuring accurate information is easily found, addressing stakeholder concerns, and sharing thought leadership – all efforts you may have neglected in the past. And best of all, you will be working with Google’s algorithm rather than against it.

There are many tools and platforms that are available to you including: on-page content and technical SEO, Google and Bing Webmaster Tools, Wikidata, Social media profile optimization, YouTube video and channel optimization, Google images, Google Plus, etc. To really tackle these, you will often need expert help – and this is what digital reputation management experts should be helping you do.

For me, the difference between addressing unfavorable results correctly vs, incorrectly boils down to attitude. If your plan is to outsmart Google and subvert their algorithm, you will usually be unsuccessful – certainly in the mid to long-term. If instead, you use the situation as a catalyst to do a better job of telling the story of your brand, both through your owned properties and via third-party websites, and you utilize all of the tools available to do so, you are likely to be far more successful. In the process you will have added significant value to your brand’s reputation.

Maybe this should be the litmus test. Are you better off after the crisis than you were before. Is your brand better equipped to handle unfavorable news? Are you in better control of how your own presence appears online? If the answer is no – you have treated the symptoms of your problem. If you are now stronger – you have gotten to the underlying causes and you are well on your way to a long-term positive digital reputation.