University of California-Davis

On November 18, 2011, a campus police officer, Lieutenant John Pike, used pepper spray on a group of seated peaceful demonstrators when they refused to disperse, and another officer also pepper sprayed demonstrators at Pike's direction. The incident drew international attention and led to further demonstrations, a formal investigation, and Pike's departure in July 2012.
Documents released in 2016 through a public records request showed that the university had spent at least $175,000 to attempt to "scrub the Internet of negative postings" about the incident, in efforts that started in 2013. California newspaper The Sacramento Bee obtained a document outlining the public relations strategy, which stated: "Nevins and Associates is prepared to create and execute an online branding campaign designed to clean up the negative attention the University of California, Davis, and Chancellor Katehi have received related to the events that transpired in November 2011". The strategy included an "aggressive and comprehensive …