Key Takeaways
- ORM is both proactive and reactive: Build a strong, positive reputation before a crisis hits (proactive), and have a plan to respond when negative feedback occurs (reactive).
- Respond quickly and professionally: A fast, calm, and helpful response to negative feedback can often turn a bad situation around.
- Encourage positive reviews: Actively asking happy customers for reviews is one of the most powerful ways to build a positive online reputation.
- In the AI era, reputation is memory: What AI systems say about your brand is shaped by your digital footprint.
Your online reputation is what people find when they search for your brand online. It is a mix of your website, social media profiles, news articles, and, most importantly, customer reviews. Online Reputation Management (ORM) is the process of monitoring and influencing that presence.
In the DPRI framework, ORM is the defensive layer of reputation management—protecting the brand equity you have built through other PR activities. It connects directly to outcomes like Branded Search Volume, Sentiment, and Review Ratings.
Why ORM Matters: The Numbers
- 93% of consumers read online reviews before buying.
- A one-star increase in a rating can lead to a 5-9% revenue increase.
- The first page of Google captures 95% of search traffic.
Two Sides of ORM: Proactive and Reactive
1. Proactive ORM: Building a Strong Defense
This is about building a positive online presence before you have a problem.
- Optimize Your Digital Footprint: Control the top results for your brand name.
- Encourage Positive Reviews: Systematically ask satisfied customers for feedback.
2. Reactive ORM: Responding to Problems
This is how you handle negative comments or news stories when they occur.
- Respond Quickly: Shows you are listening and that you care.
- Take it Offline: Acknowledge publicly, resolve privately.
Practitioner's Tip: The 24-Hour Rule
In ORM, silence is often interpreted as guilt or indifference. Your goal should be to acknowledge any significant negative mention within 24 hours—even if you don't have a final solution yet.
Deep Dive: Study Articles & Case Studies
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HBR: How Customer Reviews Drive or Stifle Sales
A research-backed look at the economic impact of review ratings on business growth.
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The Definitive Guide to ORM
A practical guide covering the technical aspects of pushing down negative search results and building positive ones.
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Case Study: Reputation Management in the Era of AI Search
How Perplexity and SearchGPT handle brand sentiment and what you can do to influence them.