The university at the centre of a pepper spray row paid consultants more than $175,000 (£123,000) to bury online search results about the incident.
In the year 2011, a police officer pepper- sprayed student who were protesting at the UC Davis at close range in California.
Later, University made the hiring of consultants who were to “eradicate references” to the unfolding in pursuit of results.
We wanted the reputation of the University to be “fairly portrayed”, UC Davis said.
Recordings of the episode which are in video form have been viewed by millions of persons over the internet. The videos show a scene where a police officer is pepper-spraying students who in a move of peaceful demonstrations in the University’s campus.
Linda Katehi, the Universities, Chancellor said that she was more saddened by what happened and made sure that she took the whole responsibility for the unfolding.
She also said that she refused to resign when she was being pushed to do so by the institution’s academic staff association.
The consultants hired, said the “venomous rhetoric about UC Davis” and the “online evidence” was being distributed over the internet.
The crusade was also aimed at removing the negative results searched about Ms. Katehi.
Suggestive documents about this could be reached to with a “flood of content with optimistic statement and subject matter that were off-topic”, and suggested accommodating content on Google’s specific services, which would be seen higher in the search results by the firm.
In a dialogue with the Sacramento Bee, UC Davis spokeswoman Dana Topousis said “We are working to ensure that the University’s reputation, which is being led by the chancellor is fairly portrayed,” she said.
The University’s communication department paid the consultancy and its intended budget has risen from almost $3M in the year 2009 to $5.5 M in the year 2015.