Google has just made SEO-PR (that's Public Relations, not PageRank) harder and easier at the same time! Two updates have been made to the Comments feature in Google News. Comments allows people in the news to, well, comment on stories about them or their company.
Comments have to be verified by Google, which is good since we can only imagine how this service could be abused. To make that process easier, there is now a contact form in case you find yourself in the midst of your 15 minutes of fame.
Also, there is now a link to all Google Comments in the main Google News page. Once on the page featuring all of the comments, you can search the comments as long as you put your keyword with "source:google_news." You can subscribe to an RSS feed of those specific results or create a Google Alert for them.
An SEO's job is never done, and these updates to Google News Comments has made sure of it! Universal search made online reputation management an ever more important task. At least with these updates, Google News offers users an outlet for telling the flip side of the story.