Do You Need ORM or PR? Here’s How to Tell (and Why It’s Probably Both)

Reputation has always been a key player in shaping public opinion and professional success, but in 2025, where everything is searchable, it’s more powerful (and fragile) than ever.

So, what’s the difference between Public Relations (PR) and Online Reputation Management (ORM)?

If you’ve used the terms interchangeably, you’re not alone. While they both focus on reputation, the tools, tone, and tactics are quite different. Here’s what sets them apart today, and why they work even better together.

What Is Public Relations (PR)?

PR is about crafting the story you want the world to hear loudly and clearly.

It focuses on guiding how the public sees a person, brand, or organization by using strategic communication, media relations, and public-facing initiatives.

Key traits of PR in 2025:

Media outreach: Press releases, interviews, and events to promote a narrative
Storytelling: Crafting compelling brand stories to build trust
Relationship building: With journalists, influencers, stakeholders, and the public
Crisis communication: Managing issues before they snowball
Digital PR: Collaborating with influencers and running integrated online campaigns

What’s new in 2025?

PR now blends into digital marketing. Think campaigns that include paid media, earned media, and influencer-driven content, all rolled into one clear voice.

What Is Online Reputation Management (ORM)?

ORM is all about what people see when they look you up online, and what you can do to shape it.

It’s less about public statements and more about influencing online content, search results, and reviews.

Key traits of ORM in 2025:

Behind-the-scenes focus: Influencing Google results, review platforms, and digital mentions
SEO and content strategy: Creating or suppressing content to build a positive online image
Review management: Responding to feedback across platforms like Google, Yelp, and Trustpilot
Crisis mitigating: Monitoring brand mentions and flagging issues early
AI-powered tools: Real-time sentiment tracking, automated alerts, personalized responses flows

What’s new in 2025?

AI tools are helping brands stay on top of online chatter fast. Hyper-personalized responses are becoming the standard.

PR vs. ORM: A Side-by-Side Snapshot

Aspect	PR	ORM
Primary Focus	Shaping online perception through media	Manage online search results and sentiments
Visibility	Public-facing	Behind the scenes
Tools and Techniques	Press releases, interviews, events	SEO, reviews, blog content, suppression
Response Strategy	Proactive messaging, storytelling	Reactive and proactive online monitoring
Goal	Build brand credibility and trust	Maintain and protect online reputation

Let’s bring this to life with an example…

Imagine a Dubai-based real estate agency launches a PR campaign for a new off-plan project in JVC. The project gets solid media coverage, influencer buzz, and strong initial interest.

However, within a week, several negative reviews pop up online, such as complaints about delayed responses, outdated listings, and confusion over payment plans. While the PR team continues building positive press, the ORM team steps in to respond to reviews, update third-party listings, and publish helpful content that addresses buyers’ concerns. This way, the brand protects its reputation across both media and search results.