How do you create a microsite for reputation management purposes?

Microsites are used in reputation work when the main corporate domain is not the right home for a specific narrative. Common applications: a dedicated site for a high-profile executive whose individual story matters separately from the corporate brand, a campaign site for a defining initiative, a response site addressing a specific contested topic, or a brand-within-the-brand for a business unit with independent visibility. The discipline: build on a clean, descriptive domain; mark up every content type with appropriate schema (Person, Organization, FAQPage, NewsArticle); link sameAs to the corporate canonical and to authoritative external profiles; treat the microsite as a long-term asset with sustained authoritative content. The failure mode is the throwaway microsite – thin content, no schema, no link discipline, deprecated after a year. Done correctly, microsites become page-one assets that reinforce the broader reputation picture.