The five contractors, who do public relations, Web design and advertising, get part of their fees in cash to cover costs, then get shares based on an estimated initial public offering price.

FORBES: Hire now, pay later

But the cases illustrate a real struggle to control reputations on the Web, as well as the public relations gaffes that result from failed attempts to hide controversy.

FORBES: The Perils of Wiki PR

Where to look: The Council of Public Relations Firms, an industry trade group, and the Public Relations Society of America have helpful Web sites.

FORBES: Crash Course In Crisis Public Relations

The mission has also been a public relations triumph, with more than 150 million hits on the Pathfinder's World Wide Web sites in the first week alone.

CNN: NASA says Pathfinder already has met objectives