With all the time they spend saving people, dying, and coming back to life, superheroes can't be bothered with managing their images. That's where the webcomic The Hero Business steps in, with a PR firm that manages costumes and continuities.
The Hero Business creator Bill Walko worked in marketing and advertising, and had trouble believing that a PR industry wouldn't immediately pop up around spandex-clad crusaders. To that end, he envisioned The Hero Business, a set of old pros who can manage the ever-shifting continuities and diva-like personalities that come with superheroing. If you need to refreshen your costume, choose your first superhero name, or send out a press release detailing your rebooted origin story, you call The Hero Business.
The first arc of The Hero Business follows the first day of snarky new receptionist Parker Jameson and her tour through the inner workings of the firm. It's a useful introduction to the likes of has-been superhero Bravado, a vain Superman type who now works as a superhero consultant, and Dr. Eli Malefactor, Bravadeo's one-time nemesis turned R&D head. But it's a bit too much mocking Hollywood celebrity through the lens of superheroes.
The Hero Business is at its strongest when it's poking fun at comic book conventions, as it does in the second arc "The All-New, All Different Bravado," and the "Coffee Break" gag strips. Walko builds a world where superheroes are at the mercy of morning talk shoes, where celebrity makeovers are conceived by comic book creators, and where heroes can actually purchase services like Comics Code genitalia cover-up and retroactive marriage nullification.