Online reputation management (ORM) is the work of monitoring and improving what people find about a company or person online: search results, review sites, social media, news and, increasingly, AI assistant answers. It combines review management, content and SEO, PR and legal removal requests where content breaks a platform's rules.

Regular PR builds awareness over time. Crisis PR is reactive: it manages communication during an incident such as a data breach, lawsuit or viral complaint, with fast holding statements, media handling, stakeholder updates and a plan to recover trust afterwards.

It depends on how much negative content there is and how authoritative the sites hosting it are. Responding to reviews can show results in weeks, while pushing down negative news results usually takes several months of consistent work.