Online reputation management is the practice of promoting positive content around a particular person or company, particularly in the face of negative or derogatory content that has been published online.
The only way to make content disappear from Google’s search engines is to physically remove the content from the website that contains that information. So, your first effort would be to contact the owner of the website that hosts or manages a particular piece of content and ask them to permanently remove it. You can also contact an attorney and/or otherwise twist their arm to remove it. But, if all else fails and you cannot get the owner of the website to cooperate, then you can try to push negative or derogatory content down by publishing positive or neutral content and push that content up.
One of the best ways to bury negative content and otherwise Own the First Page of Google for your name or brand is to leverage the power of social media websites, which tend to carry a lot of power, weight, and credibility across search engines. For example, you can create a web page on sites like About.me and optimize that profile for your name, company, or brand. In this case, I am optimizing the page for Blake Newman. I have named the page Blake Newman, added photos tagged Blake Newman, and put up relevant content. Then, if you Google the keywords, “Blake Newman,” it is likely that about.me/blake.newman will rank somewhere in Google’s search results pages, hopefully above the negative or derogatory content that I am trying to suppress.