Editing Reputation management (section)

===Online ===
{{POV|section|date=February 2021}}
Originally, public relations included [[Publishing|printed media]], events and networking campaigns. At the end of 1990s [[search engine]]s became widely used. The popularity of the internet introduced new marketing and branding opportunities. Where once journalists were the main source of media content, [[blog]]s, review sites and social media gave a voice to [[consumer]]s regardless of qualification. Public relations became part of online reputation management (ORM). ORM includes traditional reputation strategies of public relations but also focuses on building a long-term reputation strategy that is consistent across all web-based channels and platforms. ORM includes search engine reputation management which is designed to counter negative search results and elevate positive content.<ref name="four"/><ref name="five">{{cite news |last=Bilton |first=Nick |title=The Growing Business of Online Reputation Management |newspaper=The New York Times |date=April 4, 2011 |url=http://bits.blogs.nytimes.com/2011/04/04/the-growing-business-of-online-reputation-management/ |access-date=June 12, 2012 }}</ref>
Reputation management (sometimes referred to as ''rep management'' or ''ORM'') is the practice of attempting to shape public perception of a person or organization by influencing information about that entity, primarily online.<ref>{{Cite web|title = What is reputation management? – Definition from WhatIs.com|url = http://whatis.techtarget.com/definition/reputation-management|website = WhatIs.com|access-date = 2015-12-01|language = en-US}}</ref> What necessitates this shaping of perceptions being the role of consumers in any organization and the cognizance of how much if ignored these perceptions may harm a company's performance at any time of the year, a risk no entrepreneur or company executive can afford.<ref>{{cite conference|chapter-url=http://ilpubs.stanford.edu:8090/562/1/2002-56.pdf|chapter=The EigenTrust Algorithm for Reputation Management in P2P Networks|author1=Sepandar D. Kamvar|author2=Mario T. Schlosser|author3=Hector Garcia-Molina| title=Proceedings of the twelfth international conference on World Wide Web| year=2003 | page=640 |conference=WWW '03 Proceedings of the 12th international conference on World Wide Web |doi=10.1145/775152.775242| isbn=1-58113-680-3 }}</ref>

Specifically, reputation management involves the monitoring of the reputation of an individual or a brand on the internet, primarily focusing on the various social media platforms such as [[Facebook]], [[Instagram]], [[YouTube]], etc. addressing content which is potentially damaging to it, and using customer feedback to try to solve problems before they damage the individual's or brand's reputation.<ref>{{cite news|url=http://www.bizjournals.com/sanjose/print-edition/2013/05/17/great-businesses-lean-forward-respond.html |title=Great Businesses Lean Forward, Respond Fast |newspaper=Silicon Valley Business Journal |date= 2013-05-17 |access-date=2013-09-05 | first=Moryt | last=Milo}}</ref> A major part of reputation management involves suppressing negative search results, while highlighting positive ones.<ref>{{cite news |last=Lieb |first=Rebecca |title=How Your Content Strategy Is Critical For Reputation Management |newspaper=MarketingLand |date=July 10, 2012 |url=http://marketingland.com/how-your-content-strategy-is-critical-for-reputation-management-16073 |access-date=June 12, 2012 }}</ref> For businesses, reputation management usually involves an attempt to bridge the gap between how a company perceives itself and how others view it.<ref>{{cite news |title=MT Masterclass – Reputation management |newspaper=Management Today | date=May 1, 2007 }}</ref>

In 2012, there had been an article released titled "Social Media Research in Advertising, Communication, Marketing and Public Relations" written by Hyoungkoo Khang et-al.<ref>{{cite journal | url=https://www.researchgate.net/publication/254120644 | doi=10.1177/1077699012439853 | title=Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997–2010 | year=2012 | last1=Khang | first1=Hyoungkoo | last2=Ki | first2=Eyun-Jung | last3=Ye | first3=Lan | journal=Journalism & Mass Communication Quarterly | volume=89 | issue=2 | pages=279–298 | s2cid=143272082 }}</ref> The references to Kaplan and Haenleins theory of [[social presence]], highlights the "concept of self-presentation."<ref>{{cite journal |last1=Khang |first1=Hyoungkoo |title=Social Media Research in Advertising, Communication, Marketing, and Public Relations |page=280}}</ref>

Khang highlights that "companies must monitor individual's comments regarding service 24/7."<ref>{{cite journal |last1=Khang |first1=Hyoungkoo |title=Social Media Research in Advertising, Communication, Marketing, and Public Relations |date=1997–2010 |page=281}}</ref> This can imply that the reputation of a company does essentially rely on the consumer, as they are the ones that can make or break it. A 2015 study commissioned by the [[American Association of Advertising Agencies]] concluded that 4 percent of consumers believed advertisers and marketers practice integrity.<ref>{{Cite web|last=Shane|first=Dakota|date=2019-05-31|title=96 Percent of Consumers Don't Trust Ads. Here's How to Sell Your Product Without Coming Off Sleazy|url=https://www.inc.com/dakota-shane/96-percent-of-consumers-dont-trust-ads-heres-how-to-sell-your-product-without-coming-off-sleazy.html|access-date=2021-02-24|website=Inc.com|language=en}}</ref>

According to [[Susan P. Crawford|Susan Crawford]], a [[cyberlaw]] specialist from [[Cardozo Law School]], most websites will remove negative content when contacted to avoid litigation. ''[[The Wall Street Journal]]'' noted that in some cases, writing a letter to a detractor can have unintended consequences, though the company makes an effort to avoid writing to certain website operators that are likely to respond negatively. The company says it respects the [[First Amendment to the United States Constitution|First Amendment]] and does not try to remove "genuinely newsworthy speech." It generally cannot remove major government-related news stories from established publications or court records.<ref>{{Cite news |last=Wang |first=Shirley S. |title=What Doctors Are Doing About Bad Reviews Online |url=https://www.wsj.com/articles/what-doctors-are-doing-about-bad-reviews-online-1498442580 |access-date=2023-04-21 |newspaper=Wall Street Journal |date=26 June 2017 |language=en-US|url-access=subscription}}</ref><ref>{{Cite magazine |author=WIRED Staff |title=Delete Your Bad Web Rep |language=en-US |magazine=Wired |url=https://www.wired.com/2006/11/delete-your-bad-web-rep/ |access-date=2023-04-30 |issn=1059-1028}}</ref>

In 2015, [[Jon Ronson]], author of ''"[[So You've Been Publicly Shamed]]"'', said that reputation management helped some people who became [[Agoraphobia|agoraphobic]] due to [[public humiliation]] from [[online shaming]], but that it was an expensive service that many could not afford.<ref>{{Cite web |title=Jon Ronson And Public Shaming {{!}} On the Media |url=https://www.wnyc.org/story/jon-ronson-and-public-shaming/ |access-date=2023-04-21 |website=WNYC |language=en}}</ref><ref>{{Cite news |last=Sicha |first=Choire |date=2015-04-17 |title=Jon Ronson's 'So You've Been Publicly Shamed' |language=en-US |work=The New York Times |url=https://www.nytimes.com/2015/04/19/books/review/jon-ronsons-so-youve-been-publicly-shamed.html |access-date=2023-04-21 |issn=0362-4331|url-access=subscription}}</ref>