What is online reputation management? Reputation management comprises all business activities undertaken to shape customers' opinions of a company based on its online presence. Your company's online reputation is largely the result of how today's most-used websites – Google, Facebook and more – present your company. As such, SEO and properly handling negative reviews are part and parcel of reputation management. While similar in some ways to public relations (PR), reputation management is less focused on journalistic coverage and more focused on your overall online presence. For example, your PR firm will pitch stories about your company to leading publications, while your reputation management firm will focus on your online reviews, paid content, and SEO. Both your PR firm and reputation management firm may assist you with social media management. Why is managing your online reputation important? Warren Buffet once said, "It takes 20 years to build a reputation and