7 Examples of Online Reputation Management Done Right (And What Agencies Can Learn From It)

What agencies can take away from this?

• Address negative incidents head-on with transparency. Avoid vague statements, own up to mistakes, communicate clearly, and outline the next steps.
• Push clients to back their words with action. A well-crafted apology is meaningless if it’s not followed by real change.
• Being proactive beats playing defense. Waiting for a crisis to explode before responding puts brands at a disadvantage. Instead, agencies should help clients build solid reputation management strategies before issues arise.

What agencies can take away from this?

• Not every brand is meant to appeal to everyone, and that’s okay. Taking a stand on certain values might mean losing a segment of the audience, but it can also make a brand more relatable and trustworthy to the right people. Authenticity matters more than mass appeal.
• As an agency, your role isn’t just about marketing, it’s about helping clients define what they truly stand for and ensuring they stick to it, even if it ruffles a few feathers. A strong, consistent brand identity builds deeper connections and long-term loyalty.
• The key is to make these decisions intentionally. Encourage clients to think beyond short-term reactions and focus on the bigger picture, because the right audience will always appreciate a brand that stays true to its values.

What agencies can take away from this?

• Negative feedback isn’t always a bad thing, it’s an opportunity in disguise. When handled the right way, it can turn unhappy customers into loyal advocates and show that a brand actually cares about its audience.
• As an agency, encourage clients to do more than just respond, help them truly listen. Acknowledge the issue, take responsibility where needed, and most importantly, act on the feedback. A well-handled response can shift the narrative from damage control to genuine customer engagement.
• At the end of the day, authenticity wins. People respect brands that own their mistakes and show a willingness to improve. It’s not about being perfect, it’s about being real.

What agencies can take away from this?

• A strong personal brand especially from a CEO or founder can do more than just boost visibility; it can make the entire company feel more approachable and human. People connect with people, not faceless brands. If your client has a leader with a solid personal brand, lean into it. Their voice can add authenticity and trust in ways traditional marketing can’t.
• Also, social media isn’t just a megaphone for pushing content, it’s a space for real conversations. Brands that treat it as an engagement tool rather than a one-way broadcast channel build stronger relationships with their audience.
• And when it comes to engagement, speed matters. Timely responses, even if they aren’t perfectly polished show customers that the brand is listening. It’s better to acknowledge and address something quickly than to leave people feeling ignored.

What agencies can take away from this?

• A well-crafted statement might smooth things over temporarily, but real change comes from long-term action. Brands that commit to meaningful policy changes rather than just reacting to public pressure, build credibility and trust over time. Words are easy; follow-through is what matters.
• As an agency, your job isn’t just to help clients manage their image it’s to help them spot deeper, systemic issues and address them before they become PR nightmares. Proactive improvements are always better than reactive damage control.
• At its core, online reputation management (ORM) isn’t just about how a brand is perceived, it’s about what it actually does. A strong reputation is built on real actions, not just good messaging.

What agencies can take away from this?

• Humor can be an effective ORM tool when used appropriately.
• Brands that respond with personality stand out and build stronger relationships with customers.
• ORM isn’t always about damage control, sometimes, it’s about keeping the conversation light and engaging.

What agencies can take away from this?

• ORM isn’t just about damage control, it’s about turning problems into wins.
• Exceptional customer service can turn negative situations into viral positive stories.
• Small gestures create lifelong brand advocates.

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Monitor Brand Mentions

Reputation issues don’t appear out of nowhere, there are always warning signs. Agencies should help clients track brand mentions across social media, reviews, forums, and news sites using tools like Social Mention, TweetDeck and Google Alerts.

Catching negative sentiment early allows for quick action before it escalates into a full-blown crisis. This isn’t just about damage control, it’s about staying ahead of the conversation and managing brand perception in real time.

Respond Quickly and Thoughtfully

Ignoring a negative review or a social media complaint won’t make it disappear, it only makes things worse. A timely, empathetic response can turn a bad experience into a positive one. Agencies should guide clients on best practices: acknowledge the issue, show understanding, and offer a real solution. Even if a complaint can’t be fully resolved, a respectful and transparent response signals to other potential customers that the brand cares and listens.

Encourage More Positive Reviews

Most happy customers won’t leave a review unless they’re asked. Help clients put a system in place for automated follow-ups, QR codes at checkout, or email reminders that makes it easy for satisfied customers to share their experiences. A steady flow of positive reviews not only builds credibility but also helps counterbalance occasional negative feedback. Reviews influence purchase decisions, so the more authentic testimonials a business has, the better its reputation and visibility.

Build Thought Leadership

A brand’s reputation isn’t just about how it responds to negative feedback, it’s also about how it proactively positions itself. Agencies should encourage clients to establish thought leadership by sharing expertise through LinkedIn posts, guest articles, or speaking engagements.
When executives or brand leaders are seen as industry experts, it builds credibility and strengthens trust. 

Prepare a Crisis Plan

Every client should have a crisis management playbook in place before they need it. When a reputation crisis happens, scrambling to react will only cause confusion and inconsistency. Agencies should work with clients to map out clear steps: who is responsible for responding, what messaging should be used, and how different types of issues (bad reviews, social media backlash, negative press) should be handled. Having a structured plan means faster, more effective responses that minimize damage.

Prioritize Authenticity Over PR Stunts

Customers can tell when a brand is simply trying to smooth things over with a polished statement instead of making real changes. Agencies should guide clients toward meaningful action, whether it’s improving customer service, addressing a product issue, or making policy changes. A brand that admits mistakes and takes real steps to improve will earn long-term trust, whereas performative apologies can backfire and make things worse.

Make ORM a Long-Term Strategy

Reputation management isn’t a one-and-done fix, it’s an ongoing process that agencies can turn into a core service. Proactively managing online presence, encouraging customer feedback, and continuously monitoring sentiment help businesses maintain a strong reputation over time. Agencies that position ORM as a long-term strategy (instead of just crisis intervention) provide real value to clients, ensuring they’re not just reacting to problems but preventing them.

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Does online reputation management work?

Yes, online reputation management (ORM) helps businesses build trust, attract customers, and mitigate damage from negative reviews or press. By actively monitoring, responding, and improving brand perception, companies can maintain a strong online presence and credibility.

How is reputation management done?

ORM involves tracking brand mentions, responding to reviews and social media comments, ensuring accurate business listings, and promoting positive content. It also includes handling crises strategically and proactively shaping public perception.

What is the strategy of online reputation management?

A strong ORM strategy includes continuous monitoring, timely responses, encouraging positive reviews, building thought leadership, and having a crisis management plan. The goal is to create a positive digital footprint that outweighs any negative content.

How to fix your online reputation?

Start by addressing negative reviews professionally, encouraging satisfied customers to leave positive feedback, and optimizing online content to highlight strengths. Consistently engaging with audiences and correcting misinformation also help rebuild trust.

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