What is the difference between ORM and PR?

The fuller answer

What is the main difference? - **Audience:** PR targets journalists, analysts and influencers. ORM targets customers searching and reading reviews. - **Channels:** PR uses press releases, interviews and events. ORM uses review sites, listings, replies and search results. - **Pace:** PR works in campaigns. ORM is a daily and weekly habit. - **Scope:** PR is usually brand-wide. ORM for businesses with locations is per location.

Where do they overlap? A PR crisis shows up in reviews and search, and bad reviews can become a news story. Align them: the PR team handles statements, the ORM team keeps replies consistent with them. Both need honesty; see [what ORM is](/questions/what-is-orm-in-digital-marketing/).

Which does a local business need first? Usually ORM. A customer who reads your reviews and replies decides in minutes, and Google uses reviews for prominence ([Google](https://support.google.com/business/answer/7091)). Start with [how to manage your online reputation](/questions/how-to-manage-business-online-reputation/) and add PR when you have a story worth telling.

How do they work together in a crisis? PR sets the message, ORM carries it to reviews and replies, and operations fixes the cause. See [multi-location reputation management](/questions/reputation-management-multi-location-business/).

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