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ORM vs. PR: What’s the Big Deal

by | Aug 7, 2023 | 0 comments

Everything You Do or Say is Public Relations (PR)

Whatever People Talk About You Online is Your Online Reputation

You want your firm to be portrayed in a favorable light. You want your customers to be impressed.  You want more customers coming to you.

Traditionally, you would hire a public relations (PR) firm to manage your public image. Today, most customers come to you online, and therefore you should hire a good ORM firm to manage your online image.

ORM is “PR and a lot more” in the online world

Many people believe that managing online reputation and public relations are one and the same thing, and the two are frequently confused.

While they have certain commonalities, they serve completely different objectives.

“PR builds relationships with the media, while ORM builds relationships with search engines and online communities.”

Let us explore how ORM is different from PR, where they overlap, and why ORM is becoming increasingly important.

What is Online Reputation Management (ORM) and Public Relations (PR)

ORM (Online Reputation Management):

  • Online Reputation Management focuses on managing what people see when they search for a brand online.
  • It involves monitoring and influencing online conversations, reviews, and search engine results to shape a positive online image.

PR (Public Relations) :

  • Public Relations focuses on shaping the public’s perception of a brand through media coverage and relationships.
  • PR professionals work to build and maintain a positive brand image through strategic communication and storytelling.

Where do they overlap with each other?

While ORM and PR have distinct approaches, there are areas where they overlap:

Reputation Management:

  • Both ORM and PR involve managing a brand’s reputation. They aim to enhance the brand’s image and address any negative perceptions.
  • Whether it’s responding to reputation crises or proactively shaping public opinion, both ORM and PR play a role in maintaining a positive reputation.


  • Effective communication is essential in both ORM and PR. Both strategies involve crafting messages and engaging with the target audience
  • Whether it’s through social media, press releases, or content creation, both ORM and PR professionals work to convey a brand’s message effectively.

How do they differ?

While ORM and PR share some commonalities, there are key differences between the two:


  • ORM primarily focuses on managing a brand’s online presence and search engine results.
  • It involves monitoring and influencing online reviews, social media mentions, and search engine rankings.
  • PR, on the other hand, focuses on shaping public perception through media coverage and relationships.
  • It involves working with journalists, influencers, and media outlets to generate positive publicity.


  • PR is usually more forward-facing and visible to the public.
  • PR firms often work on building relationships with journalists and securing media coverage.
  • ORM, on the other hand, is often “quieter” and operates behind the scenes.
  • ORM professionals focus on managing online conversations and search results, working to improve a brand’s online reputation without necessarily being in the public eye.


  • ORM is often described as “technical public relations.
  • ORM campaigns are more technical and content-oriented, leveraging SEO, content management, social media, and legal tactics to improve a brand’s online image.
  • PR campaigns, on the other hand, tend to be more relationship-based, involving media outreach, press releases, and events to shape public opinion.

Why ORM?

ORM is becoming increasingly important for businesses and individuals.

Here’s why:

Online Presence:

  • With most consumers relying on online research before making purchasing decisions, a positive online presence is crucial.
  • ORM helps businesses control what people see when they search for their brand, ensuring they end up with a positive perception and sentiment towards the brand.

Crisis Management:

  • In the event of a reputation crisis, ORM can help mitigate the damage.
  • By monitoring online conversations and having a robust crisis management system in place, ORM can contain and mitigate crisis situations.

Brand Perception:

  • ORM allows businesses to shape and manage their brand perception.
  • By monitoring and influencing online conversations, businesses can address any negative feedback or misinformation, ensuring that their brand image remains positive.

Competitive Advantage:

  • A strong online reputation can give businesses a competitive edge.
  • Positive online reviews, high search engine rankings, and a favorable online image can attract more customers and differentiate a brand from its competitors.

The Bottom Line:

While traditional PR is still relevant, ORM is increasingly becoming important for businesses. With AiPlex, you have a partner that understands the intricacies of the online landscape and possesses the expertise to navigate it effectively. Our advanced tools and strategies empower you to proactively monitor, manage, and build a great online reputation.

Partner with us for a Great Online Reputation!

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AiPlex was established in the year 2003 and is currently one of the most respected Online Reputation Management, Content Protection, and Digital Marketing Solution companies.

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