Reputation management is a technique of identifying and influencing factors that are important to the audience and form a reputation. Reputation management was originally related to public relations, but the development of internet technology and social media has made reputation management dependent on online reputation and search engine results.

Online Reputation Management is abbreviated as ORM and includes the following types of online reputation management:

reputation management in search engines – SERM;
hidden (guerrilla) marketing, crowd marketing;
reputation management in online media;
social media reputation management;
other types.