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The ORM and Public Relations

Author: ADMIN
Feb 18, 2024

Is ORM and Public Relations similar?

ORM or Online Reputation Management is an integral part of any PR strategy. ORM’s objective is to protect the values of a brand, company or a person over the internet.

With the increasing popularity of digital platforms such as social media, reviews websites and blogs, it has become important for businesses to maintain a proper online reputation. Organisations and individuals need to remain watchful about what’s being said about their brand.
According to a survey, In the United States, 42% businesses monitor their online reputation daily and the greatest advantage that organisations derive from investing in ORM is a growth in sales.

Online Reputation Management is the process of maintaining a healthy brand reputation. ORM involves monitoring the comments and content uploaded by users/clients on as many sites as possible to know their wishes, interests, and criticisms and identify what the organization’s audiences need.

ORM uses two approaches:

  • Passive: It deals with observing and analysing what can generate a good or bad reputation through permanent monitoring of offline and online media and all digital spaces where content about the brand can be developed.
  • Active: It is dedicated to the sustained construction of reputation, and for this, it uses tools such as storytelling, that will help build a good reputation, strengthen the current, or reverse a negative one.

All Online Reputation Management actions are closely related to Branding. By monitoring the brand, you can ascertain what consumers think about it and work to improve it.


The application of ORM can be divided into 4 stages:

1. Analysis. In this initial stage, all the information about the brand, company, or person that is being managed must be collected. We must consider digital assets, such as interest groups and communities, as well as competitors and active or passive conversations that exist in our own or other people’s spaces.
2. Diagnosis. In this second stage, a diagnosis is made about what the public perceives of our brand or organization.
3. Action plan. In the third stage, we optimize our own assets; improve our SEO searches by generating relevant and attractive content that shows the values and stories we want to tell.
4. Monitoring. Finally, it is necessary to track ‘mentions’ and ‘comments’ that occur in social media and/or communities about our brand or company that, once analysed, will define an intervention plan that helps us obtain a good reputation.


  • Expand the reach of the brand. In the field of advertising, what is said, word of mouth is the best index of a good reputation.
  • Increase sales. If customers value their purchases positively (due to their excellent reputation), they can refer new customers.
  • Employer brand. A good reputation contributes to the desire to be part of it in the face of any available job opportunity.
  • Brand value. A good reputation is reflected in the value of the company. If there is a good perception of an organization, investors will be interested in that company.


To design and execute an excellent online reputation strategy, it is essential to get the advice of experts in this field. We at MensenTock Communications, analyse each particular case of online reputation breach, and act quickly and decisively, thus obtaining favourable results for our clients.

Communication, monitoring, and image improvement helps to determine the value of a company, person, or brand. Online Reputation Management thus becomes a crucial part of implementing the public relations strategy of any organization. Let our team of experts manage your reputation so that your brand reaches the heights that you dream about!

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