Each day new clients come to me and ask, “Why should I care what a newspaper in another country is saying about my business?” This question has two major factors in it. First its your company’s reputation and if you don’t care about that, you should really evaluate why you are in business. Second, no matter what country or what media outlet is writing about you the whole world can see it. As technology keeps advancing and the boundaries between countries fade, your reputation can be enhanced or completely ruined in a matter of a few key strokes. In today’s economic and communication changing world companies need to invest time, energy, and funding into reputation management.