Reputation management (sometimes referred to as rep management or ORM) is the practice of attempting to shape public perception of a person or organization by influencing information about that entity, primarily online. What necessitates this shaping of perceptions being the role of consumers in any organisation and the cognisance of how much if ignored these perceptions may harm a company’s performance at any time of the year, a risk no entrepreneur or company executive can afford.
Specifically, reputation management involves the monitoring of the reputation of an individual or a brand on the internet, addressing content which is potentially damaging to it, and using customer feedback to try to solve problems before they damage the individual’s or brand’s reputation. A major part of reputation management involves suppressing negative search results, while highlighting positive ones. For businesses, reputation management usually involves an attempt to bridge the gap between how a company perceives itself and how others view it.