UC Davis officials released a statement late Thursday saying, "Increased investment in social media and communications strategy has heightened the profile of the university to good effect."
The statement said the effort was designed not to have the pepper spray incident overshadow the good work being done on campus.
"It is important that the excellent work underway at UC Davis with respect to educating the next generation of students, pursuing groundbreaking research, and providing important services to the state is not lost during a campus crisis, including the crisis that ensued following the extremely regrettable incident when police pepper-sprayed student protesters in 2011," the statement said.
Newly released documents obtained by the Sacramento Bee show the university worked to clean up both its own image and that of Chancellor Linda Katehi.
In one case, UC Davis worked with Maryland company Nevins & Associates on a six-month contract that paid $15,000 a month, according to a copy of the contract. That contract was signed in January 2013, just a few months after the UC regents agreed to pay a settlement to 21 UC Davis students and alumni who sued the university.
The videos showed an officer spraying seated students directly in their faces at close range during an Occupy rally. At the time, the
In addition to public outrage, the episode also spawned a raft of Internet memes that featured the "casually pepper spray everything cop."
As part of its contract, Nevins & Associates said it would work to remedy the "venomous rhetoric about UC Davis and the chancellor" through "strategic placement of online content."
The company agreed to launch an aggressive and comprehensive online campaign to eliminate negative search results through modifications to "existing and future content" and by creating more original content as needed.
One means of doing this, the company said, is by diluting negative viral content with a surge of positive stories on different topics. Nevins & Associates also suggested UC Davis adopt Google platforms to "expedite the eradication of references to the pepper spray incident in search results."
In June 2014, the university awarded the PR firm IDMLOCO a contract for $82,500 to design a "comprehensive search engine results management strategy." The documents outlining the contracts were released to the Sacramento Bee in response to requests filed under the
IDMLOCO said it would be able to achieve a "reasonable balance of positive natural search results" and identify "key messages and themes" the company could use to counter negative results.
The company was awarded two more contracts last year — one for $8,000 a month, up to a limit of $96,000, and another for $22,500 a month, for a maximum of $67,500.
Under those contracts, IDMLOCO said it would create an "integrated social media program for executive communications" and provide "an assessment of the University's Strategic Communications redesign."
Police at first contended that the spray was the most appropriate tool on hand to deal with what they described as an unruly mob encircling the officers.
However, a UC report in April 2012 declared that the pepper spraying violated policy and that school leaders badly bungled the handling of that campus protest. The investigating task force strongly rebutted campus police claims that the Occupy demonstrators, who had pitched tents on a UC Davis quad, posed a violent threat.
John Pike, who had filed for the compensation from the University of California system, also cited the stress he endured from death threats he received after the incident. Pike was fired in July 2012, after being on paid administrative leave for eight months.
Online reputations in particular are important to manage because of the sheer volume of people who surf the Web, said Ira Kalb, an expert in branding, image creation and marketing at USC. Managing these reputations and protecting them from being "hijacked" is a growing field, he said.
"Online is really an interesting thing because there are people who say all sorts of things," he said.
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