What makes positive image on the Internet? What makes negative image online? We will not talk about celebrities who like both – black and white PR. No, the ordinary people like housewives, doctors, managers of large and small enterprises, directors of factories, carpenters and their wives, girls who want to get married – all those people do not need a “black” fame on the Internet. They do not want their home videos posted online and they do not want to become a Youtube star. Also, few people would like to see their unwanted photos shared on the Internet. Such kind of PR will not bring new clients to the dentist. We live in the world where thousands of ordinary people are trying to deal with the cruel Internet world and remove different kinds of nasty pictures and other materials off the network.