When mired in vicious reputation crises, ‘clients can’t be in safer hands’ than Emma Woollcott’s, a fellow professional says. Woollcott says she gets a real buzz from tracking down online attackers, and the self-proclaimed geek stops at no borders, often having to liaise with international lawyers and use forensic skills to get to the bottom of the threat. ‘There is a lot of psychology in disputes affecting reputation,’ she says. ‘I see myself as a private investigator-style lawyer, who looks carefully at opponents’ motivations and sensitivities.’ In addition, she has noticed a trend where clients need help from situations of their own making — the result of society’s tendency towards online exhibitionism.
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