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PR Glossary
Reputation Management: definition
For most buyers, the first page of search results and the answer an AI assistant gives are the reputation. If they are inaccurate or negative, the brand pays for it.
Reputation management builds a stronger, more credible presence, through coverage and accurate content, that outranks and outweighs the negative over time.
It is part preventive and part responsive: steady reputation building is cheaper and more effective than emergency response to a problem already in full view.
Related service
Online Reputation ManagementCrisis Communication
Crisis communication is how an organisation communicates with the public, media and stakeholders during a serious incident that threatens its reputation. It covers preparation, a clear chain of decisions, holding statements and honest, timely updates. Handled well it protects trust; handled badly, the response often causes more damage than the incident itself.
Public Relations
Public relations is the practice of managing how an organisation is perceived by earning trust and coverage rather than buying it. It uses media relations, content, events and communication to build and protect reputation with the public, media, customers and other stakeholders. Unlike advertising, the attention it earns is credited to independent sources, which makes it more credible.