Reputation Management

Also known as: reputation management

Reputation management or reputation management deals with monitoring and improving the reputation of an organization, company, brand or person. Possible activities include monitoring negative messages for internal improvement and responding to complaints in the media or on the Internet.

Sometimes less etic methods are also used. Such as paying bloggers for positive articles without being disclosed, starting anonymous praise websites about a product, or widely posting positive reviews on the Web. The risk of these tactics is that when they become known they can generate a lot of negative publicity.

The part of reputation management that deals with responding to negative publicity is also referred to as issue management or issue marketing. Activities within reputation management that focus on reputation in search engines are called Search Engine Repuation Management (SERM).