Public relations (PR) and online reputation management (ORM) both aim to shape how a brand is perceived, but they operate through different channels and with different methods.
PR works primarily through media relationships: getting coverage in newspapers, magazines, TV, and industry publications, managing press releases and press inquiries, and building relationships with journalists and influencers who shape public narrative about the brand. PR is often proactive and aspirational, focused on building a positive image through earned media coverage.
ORM works primarily in digital channels: managing reviews on Google and other platforms, monitoring and responding to social media mentions, addressing negative content in search results, and building a visible track record of customer responsiveness. ORM is often more reactive in nature, responding to customer feedback and managing what customers find when they search for the brand.
The two functions are complementary rather than competing. A strong PR effort that generates positive media coverage contributes to ORM goals by providing positive content that appears in search results. An effective ORM operation that maintains high review ratings and response rates supports PR goals by demonstrating that the brand’s positive reputation is grounded in genuine customer experience.
For multi-location brands, ORM is typically more operationally intensive than PR because it requires managing reputation signals at the location level across a large network, not just at the brand level.
See how Locus Intelligence manages this across your dealer network in 30 days.