ROR carries some weight, but remember that if you're fighting for the company name, they can only carry so much weight.
Content of all kinds (video, pictures, audio) related to the vertical, but SEO'd to the company name will definitely help. Wikipedia will generally get flagged out, but if you write it VERY "third party" and neutral, you can get it to stick. The main thing is to add content that is valuable to the customer of your client if possible. My theory is that this is due to the amount of time people spend on your target domain for things OTHER than the company name. I have no evidence, but let me create a theoretical example to support my thinking.
Your company sells soda fountains.
The competition creates ROR reports pretending to be the owner of a convenience store, or a small movie theater or whatever. They use your name.
Each report adds 10 negative points to the company name in the serps.
You create content about fountains. You tube videos, a catalog of old fountains from the turn of the century, new ways to calibrate old fountains to maximize profits, how to recycle parts of fountains etc. Each of these mentions your company name. Each one is worth. .05 points.
Until someone gets to it and sticks. Then it gets .05 x the number of visits x the length of the visit.
Lots of people come visit this information overload using google toolbar, finding the site through the serps, through your social marketing efforts etc. and spend a lot of time soaking up this info. Your bounce rate from the serps is very low. The back arrow is almost never used. People watch your videos. They read your blogger blogs.
Over time, this juicy, helpful content climbs up the results and pushes the bad stuff down because it becomes less and less relevant because your score simply overwhelms the bad stuff by being searched, surfed and used more often.
I've done this. It works. I can't "prove" that this is why it does, but I pulled a ROR completely off the 1st page for a company name over the last 120 days or so using all of the above.
Hope it helps.
edit: forgot to add:
Part of this is just page geography. The sublistings take up as much room as a second listing. You know, the links under the company name to multiple pages of the site. Get your description text as long as you can on the company name domain to take up another line or two. Don't just let it sit at one line of text. Doesn't matter if it really means anything as long as it takes up another line in the serp description.
I also managed to get some press releases from some well respected partner companies with the company name in H1 and title. This added a little more mojo.
There are lots of little tricks you can do. The easiest is to make sure that no one else posts on ROR by the way. [edit again: not easiest, but the most effective]
New content is good content. if ROR has nothing but stale old content...
